Coldwell Banker Unveils New 鈥榃e Believe鈥 TV Ad, Building on Successful 鈥榁alue of the Home鈥 Campaign

Coldwell Banker Real Estate has unveiled its new national television commercial, 鈥淲e Believe,鈥 which continues the brand鈥檚 successful 鈥淰alue of a Home鈥 advertising campaign from last spring. The first installment of the new Coldwell Banker庐 commercial debuted February 10 on the 55th annual GRAMMY庐 Awards. The TV spot features a narration by Emmy and Golden Globe recipient Tom Selleck, in addition to the song 鈥淗ome鈥 by American Idol Season 11 Winner Phillip Phillips. The new commercial spots are part of the brand鈥檚 2013 鈥淏lue Carpet鈥 media buy strategy, which is focusing on top award shows and high-profile television events throughout the year.
The Coldwell Banker commercial illustrates the 鈥渕agical鈥 moments and memories built in a home, from 鈥渂uilding forts from the sofa cushions鈥 to 鈥淔riday-night sleepovers and Sunday morning sleep-ins.鈥 The powerful theme, 鈥淲e Believe,鈥 reinforces the deeper, intrinsic value of a home beyond financial considerations. These sincere moments come to life with the trusted voiceover from Selleck, the iconic actor and current star of the CBS series 鈥淏lue Bloods,鈥 鈥 whose late father was an executive with Coldwell Banker Real Estate 鈥 and the appropriately named Top 10 Billboard hit song, 鈥淗ome,鈥 from American Idol singer Phillips. The spot closes with an important statement that demonstrates the real estate brand鈥檚 legacy and commitment to home buyers and sellers: 鈥淐oldwell Banker, fulfilling dreams for over 100 years.鈥
鈥淲e truly do believe in the importance of home,鈥 said Michael Fischer, chief operating officer, Coldwell Banker Real Estate LLC. 鈥淚t鈥檚 not just about buying and selling homes; it鈥檚 about helping people establish their lives. With this new campaign, we wanted to reinforce and reignite the message of home ownership through a series of shared and insightful moments that make up the very essence of a home.鈥
The new spots will also appear during the 85th annual Oscars庐 (February 24) and the 65th annual Emmy庐 Awards (September 22), with exclusive video and social integrations pre-, during- and post-shows and media buys on Live from the Red Carpet, Fashion Police and E! After Party for each event.
The Coldwell Banker television advertising campaign will continue during NBC鈥檚 primetime holiday events this year, including Macy鈥檚 4th of July Fireworks Spectacular, Macy鈥檚 Thanksgiving Day Parade, Christmas in Rockefeller Center and New Year鈥檚 Eve with Carson Daly. Coldwell Banker also will continue to sponsor LXTV鈥檚 Open House, NBC鈥檚 George to the Rescue, and ESPN鈥檚 Baseball Tonight.
The 鈥淲e Believe鈥 campaign and television spots were conceived by Siltanen & Partners, the national advertising agency for Coldwell Banker. They were directed by Carolyn Chen, under the direction of Executive Creative Director, Rob Siltanen.
To view the new 鈥淲e Believe鈥 Coldwell Banker庐 commercial, please visit the Coldwell Banker YouTube channel, On Location, and follow more highlights via Twitter (#CBbelieves). Other updates about the brand can be found on Facebook and Twitter (@ColdwellBanker).


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