Coldwell Banker unveils “We Believe” ad (video)


The new national television commercial which continues the brand’s “Value of a Home” campaign from last spring, will debut 2/10 on the 55th annual Grammy Awards. The TV spot, via Siltanen & Partners, is the first in a series and features a narration by Tom Selleck with the song “Home” by American Idol Season 11 Winner Phillip Phillips.

The new spots are part of the brand’s 2013 “Blue Carpet” media buy strategy, which is focusing on top award shows and high-profile television events throughout the year.

Creative illustrates the “magical” moments and memories built in a home, from “building forts from the sofa cushions” to “Friday-night sleepovers and Sunday morning sleep-ins.” The powerful theme, “We Believe,” reinforces the deeper, intrinsic value of a home beyond financial considerations. These sincere moments come to life with the v/o from Selleck, the iconic actor and current star of the CBS series “Blue Bloods,” — whose late father was an executive with Coldwell Banker Real Estate — and the appropriately named Top 10 Billboard hit song, “Home,” from American Idol singer Phillips. The spot closes with an important statement that demonstrates the real estate brand’s legacy and commitment to home buyers and sellers: “Coldwell Banker, fulfilling dreams for over 100 years.”

See the ad here:

The new spots will also appear during the 85th annual Oscars (2/24) and the 65th annual Emmy Awards (9/22), with exclusive video and social integrations pre-, during- and post-shows and media buys on Live from the Red Carpet, Fashion Police and E! After Party for each event.

The television campaign will continue during NBC’s primetime holiday events this year, including Macy’s 4th of July Fireworks Spectacular, Macy’s Thanksgiving Day Parade, Christmas in Rockefeller Center and New Year’s Eve with Carson Daly. Coldwell Banker also will continue to sponsor LXTV’s Open House, NBC’s George to the Rescue, and ESPN’s Baseball Tonight.