The Perlorian Brothers of production house MJZ directed a package of spots for the National Association of Realtors (NAR) via agency Arnold, including this one in which a couple shouts nonsense at a ceiling. It turns out that the homebuyers are turned on by 12-foot vaulted ceilings, a feature that their informed realtor understands.
This departure from the typical realtor campaign fare underscores that people do some pretty weird things when looking for a new home. They crawl on their hands and knees, they run the hot water for 15 minutes straight, they stake out the neighborhood overnight.
Thus prospective homebuyers need more than someone with keys to open the front door; they need a realtor who understands the home buying process, and more importantly, can see it through a client’s very unique eyes.
“In our research, we uncovered that one of the things people like most about realtors is that they’re forgiving of a client’s home-buying eccentricities – their insecurities, their weird obsessions,” said Arnold SVP, creative director Josh Kahn. “They don’t judge, in fact they do the opposite. They embrace those eccentricities to help a client identify the perfect match.”
To tell these unique stories, Arnold and NAR chose The Perlorian Brothers as a directorial partner. “The Perlorians have such a unique aesthetic,” noted SVP, Creative Director Nate Donabed. “The way they compose a frame, their color choices, their instincts on casting – their work truly looks like no one else’s. They were the perfect choice for this.
“If you watch competitive advertising in the category, you’d think every home and every home owner was the same,” continued Donabed. “It’s always a handsome couple in jeans and flannels, touching up paint or hanging a tire swing or something. The truth is, every home buyer is vastly different. And a realtor is uniquely equipped to match a unique home buyer to just the right house.”
CreditsClient National Association of Realtors (NAR) Agency Arnold Icaro Doria, chief creative officer; Sean McBride, executive creative director; Nate Donabed, Josh Kahn, SVPs, creative directors; Guilherme Racz, creative director-art; Lucas Casao, creative director-copy; Clark Chamberlain, copywriter; Emily La Pierre, producer; Molly Chisholm, strategist. Production MJZ The Perlorian Brothers, director; Maya Bankovic, DP; Jay Pooley, production designer; Adelle Gaudet, wardrobe stylist. Editorial Peel & Eat Pete Warren, editor.
Top Spot of the Week: Nike, W+K Portland, Megaforce Take Us On A “Sunshine” Run
“Winning isn’t Comfortable” is the second chapter of Nike’s “Winning isn’t for Everyone,” extended through the lens of running. It is based on true insights and the realities that runner experience when they lace up their shoes.
It adds the perspective of how hard it can be to just get out the door and go for a run. The idea that if you don’t hate running a little, you don’t love running enough. It celebrates the need and opportunity to push outside a person’s comfort zone to discover what they can accomplish, emphasizing that true victory often requires pushing through uncomfortable moments.
Each film of the series builds on the tension that every runner faces--pushing through the morning dread, the elements outside, the pain of hitting a wall, or even walking down the stairs after a run or race--juxtaposed with the feeling of elation only runners know as they push themselves beyond what they thought possible.
The irreverence of the films--directed by Megaforce via production company Iconoclast for Wieden+Kennedy Portland--is in pairing visuals showing the mundanity of everyday struggles with music that brings to life a contradictory tension. This film, the first to be released, is titled “Sunshine” and shows the inclement weather and obstacles that runners encounter to the tune of “You Are My Sunshine.”
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