Does anything compare to the slobbery tail-wagging welcome that dog owners get when they walk through the door at the end of a long day?
No, nothing quite does, especially when shown from the spring-loaded canine perspective, according to a new ad from real estate giant Coldwell Banker.
Max, Scarlett, Bailey and other four-legged friends have been waiting for what seems like a lifetime for this reunion, after all, and they stand ready to unleash all manner of joyous doggy love. You know how this plays out — it is, in a word, ah-DOR-able.
In what’s fast becoming the year of the dog in advertising, Coldwell Banker and its ad agency, Siltanen & Partners, have not only dog stars in this new campaign but a non-profit animal rescue group as a partner. Their goal is to place at least 20,000 dogs into permanent homes this year through Adopt-A-Pet.
The commercial continues Coldwell Banker’s heavy on the emotion, light on the hard sell message, where none of its ads feature the industry standard Realtor shaking hands with a new homeowner in front of a “sold” sign.
“We wanted to talk about the true value of a home, something that extends far beyond dollars and cents and square feet,” said Rob Siltanen, the agency’s CEO and chief creative officer. “So we decided to capture the nightly welcome home party that so many of us get from our dogs.”
The ad, called “Home’s Best Friend,” after having about a week to percolate through social media, will launch on television during the 87th Academy Awards on Feb. 22, where an increasing number of brands introduce never-before-seen campaigns.