Coldwell Banker Real Estate Unveils New "We Believe" TV Ad, Building on
Successful "Value of the Home" Campaign
PARSIPPANY, NJ -- (Marketwire) -- 02/05/13 -- Today, Coldwell Banker
Real Estate is unveiling its new national television commercial, "We
Believe," which continues the brand's successful "Value of a Home"
advertising campaign from last spring. The first installment of the
new Coldwell Banker(R) commercial will debut February 10 on the 55th
annual GRAMMY(R) Awards. The TV spot features a narration by Emmy and
Golden Globe recipient Tom Selleck, in addition to the song "Home" by
American Idol Season 11 Winner Phillip Phillips. The new commercial
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.
The Coldwell Banker commercial 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 trusted voiceover 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."
"We truly do believe in the importance of home," said Michael
Fischer, chief operating officer, Coldwell Banker Real Estate LLC.
"It's not just about buying and selling homes; it's about helping
people establish their lives. With this new campaign, we wanted to
reinforce and reignite the message of home ownership through a series
of shared and insightful moments that make up the very essence of a
The new spots will also appear during the 85th annual Oscars(R)
(February 24) and the 65th annual Emmy(R) Awards (September 22), with
exclusive People.com 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 Coldwell Banker television advertising 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.
The "We Believe" campaign and television spots were conceived by
Siltanen & Partners, the national advertising agency for Coldwell
Banker. They were directed by Carolyn Chen, under the direction of
Executive Creative Director, Rob Siltanen.
To view the new "We Believe" Coldwell Banker(R) commercial, please
visit the Coldwell Banker YouTube channel, On Location, and follow
more highlights via Twitter (#CBbelieves). Other updates about the
brand can be found on Facebook and Twitter (@ColdwellBanker).
About Coldwell Banker(R)
Since 1906, the Coldwell Banker(R)
organization has been a premier provider of full-service residential
and commercial real estate. Coldwell Banker is the oldest national
real estate brand in the United States and today has a network of
approximately 83,000 sales agents working in approximately 3,100
offices in 50 countries and territories. The Coldwell Banker brand is
known for creating innovative consumer services as recently seen by
being the first national real estate brand to create an iPad
application and the first to fully harness the power of video in real
estate listings, news and information through its Coldwell Banker On
Location(SM) YouTube channel. The Coldwell Banker system is a leader
in specialty markets such as resort, new homes and luxury properties
through its Coldwell Banker Previews International(R) marketing
program. Coldwell Banker Real Estate LLC fully supports the
principles of the Fair Housing Act and the Equal Opportunity Act.
Each office is independently owned and operated. Coldwell Banker is a
subsidiary of Realogy Holdings Corp. (NYSE: RLGY), a global leader in
real estate franchising and provider of real estate brokerage,
relocation and settlement services.
Coldwell Banker Real Estate LLC
CooperKatz for Coldwell Banker Real Estate LLC
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