The heat is on with CREA’s latest ad

Fire, heavy metal and real estate. To some, these three things have nothing in common. To us, they are the pillars of a successful advertisement.

Late last month, TV monitors everywhere were treated with the return of the “oooh” in our latest ad.

What we’ve found in our consumer testing, when we go test the new concepts every year, is that the unaided recall of previous ads is quite impressive.

The goal of these ads is simple: demonstrating (in a playful way) how using a REALTOR® for the largest transaction of your life helps mitigate risk so it comes with no regrets.

The average home price in Canada sits as just over a half million dollars. That’s a big investment. We know we live in a DIY culture right now. If you want to rewire your house, you can probably go online and someone will tell you how to do it. Of course, that doesn’t mean it’s a good idea. Think of it this way: if you were investing that much in the stock market or in mutual funds, you’d probably get some professional advice. It should work the same way for real estate. Get professional advice.

This year’s national ad campaign committee, chaired by Barb Sukkau, worked with Union Creative to develop a number of concepts that were tested across Canada with the public and REALTORS®.

The result? Metalfest.

Shot over two 14-hour days with a crew of more than 25 people, we’re pleased to report no homes were damaged in the making of this ad (the flames above the house were added digitally). The flames above the guitarist’s head, however, were as real as can be – thanks to a specialty piece of equipment that made the heat tolerable for about three minutes at a time.

Another regret to avoid? Not sharing this video. Like and post on your own social pages or share from one of ours.

As Communications Manager, Michael Shaw manages a dynamic team of talented communicators and social media experts. Whether its content produced by CREA or REALTOR.ca, Michael has seen it and approved it. When he’s not working or taking care of his daughter, Michael is travelling the globe, watching live music or relaxing on the dock.


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