Realestate.co.nz has coupled a stereotypically nerdy middle-aged man with an annoyingly talkative woman in a new spot that aims to show that the company has options for house hunters of all persuasions.
Over the course of the new 30-second spot, the pair of protagonists are depicted in a variety of scenes that provide a showcase of the different types of houses available on the site. As each new scene is substituted for the previous one, the only constant is the non-stop chattering of the female protagonist, and it is only when an airplane flying overhead dulls out the verbal noise that the man seems satisfied with the home.
This is the first major advertisement that Contagion has conceptualised for Realestate.co.nz since winning the account in July 2014 following a three-way pitch, which included Sugar & Partners and Republik.
And while the ad is certainly quirky when compared to standard infomercial-styled real estate ads, it does very little to challenge the gender-based stereotypes that have come to typify shows like The Big Bang Theory.
Since last year, Realestate.co.nz has made some impressive headway in the mobile category via its app, which by July 2014 had already been downloaded over 200,000 times on both Android and Apple products.
According to Nielsen’s stats for the second half of last year, Realestate.co.nz still lags well behind its competitor Trade Me Property in terms of online visitors. However, this gap has narrowed when the stats are compared to the numbers recorded during the same period a year earlier.
Executive Creative Director: Bridget Taylor
Creative Team: Verity Dookia, Scott Maddox, Dan Walton
Agency Producer: Chloe Sutherland
Account Director: Simon Court
Managing Director: Dean Taylor
Production Company: Waitemata Films
Producer: Julie Elstone
Director: Gary Johns
Post Production: Creature
Sound: The Coopers