Wednesday, November 21, 2018
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The Perlorian Brothers Hit The Ceiling For National Association of Realtors, Arnold Worldwide


Robert Goldrich
Monday, Aug. 27, 2018


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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.”


Client 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.

Category of ScreenWork: 


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