Real estate listings giant Zillow is kicking off a new TV advertising campaign called “Many Ways Home”. The campaign begins with three national TV spots, with an additional two spots set to roll out later in the month.
As a campaign, the TV spots illustrate the diversity of the housing market today, and the many different paths people take to find a new home or apartment . Whether buying or renting, there are twists and turns along the way – from unexpectedly needing to move in a tight rental market, to needing both vision and sweat to tackle a fixer-upper, to that moment when the home you’ve been dreaming about becomes for sale, to simply needing more room for your growing and increasingly rambunctious family. Zillow’s role is to help people overcome these obstacles to find a home where they can truly thrive.
The premise of the campaign was shaped from insights gleaned through Zillow Group’s extensive consumer research, including the 2017 Zillow Group Housing Trends Report.
“Homebuyers and renters both face a unique journey on their way to finding their next home,” said Jeremy Wacksman, Zillow Group chief marketing officer. “This campaign highlights both the diversity of our circumstances and experiences, as well as our commonalities. Because for all our differences, we are united by a universal recognition that the right home improves our lives. We’re not just looking for a place to live, we’re looking for a place for our lives to unfold.”
The TV ads will run in :30 and :15-second formats on broadcast and cable networks including ABC, NBC, HGTV and the History Channel. The campaign will also include national radio, print, and digital advertising.
The ads were directed by Matt Smukler, an award-winning filmmaker, and feature original scores from K.S. Rhoads, Scarlett Burke, Gabriel Kirshoff and Lawrence Katz.