Prepare to have our latest advertising campaign stuck in your head for months to come.
Our latest work takes the 80s classic ballad, “Total Eclipse of the Heart,” and reworks it into “Total Regret in my Heart.” The television spot showcases people singing about the regret they have over not using the expert advice of a REALTOR®, as they end up living next to a sewage plant, construction site, or in the middle of a mosquito breeding ground.
This year’s national ad campaign committee, which I chaired, worked with award-winning ad agency UNION to develop a number of concepts tested across Canada with the public and REALTORS®.
The “Total Regret in my Heart” campaign clearly came out as the winner in testing. Consumers and REALTORS® alike responded to the use of the memorable song and the fact the ad showed different scenarios of homeownership gone wrong.
This concept follows the same premise as our previous advertising, not using a REALTOR® for the largest transaction of your life will ultimately lead to incredible regret.
However, this campaign differs dramatically from recent ones, as it doesn’t leverage the “ooooh” CREA commercials have become known for. Research showed us the “ooooh” was starting to wear out with consumers.
“Total Regret in my Heart” was shot over two 14-hour days with a crew of more than 40 people. The actors were singing live on set, with the music track playing through an unseen earpiece. It was directed by internationally-acclaimed directing duo Terri Timely.
And for the first time, we were able to shoot several extra pieces of social video at the same time as the television spot, using much of the same talent to create shorter pieces of content leveraging the same catchy song. We’re using this content to specifically target our Millennial, first-time home buyers in the digital and social space.
Please share the video and encourage people NOT to live with total regret in their heart. Like and post on your own social pages or share from one of ours.
What do you think of this year’s advertisement? Have your say in the Comments section.