Yes, I said it. Great commercial. The reason you are reading this post is the reason why it’s great–it’s controversial. Every blog and newspaper is talking about it. It puts the Century 21 brand on everyone’s radar. Now you will notice every Century 21 you drive past. How quickly we all forget the advertiser’s credo “There is no such thing as bad publicity.”
Now I realize, as most do, that the ad plays on certain stereotypes (I don’t believe them for a minute honey)–the wife using psychological warfare (emotion) on her poor financially concerned (logical) husband who only wants to please her, being pushed over the edge by a little nudge from the broker. As for the broker, she was not “pushy” (subtle yes, pushy no) and that part did not offend me. If I was the seller I would thank her for making the sale. So would you.
Still, overall the ad does not lead you to pick up the phone to call a Century 21 agent to show you homes. Nobody likes to be put in a position where they are pressured by anyone to do anything. In fact, after seeing what that guy endured it would be tough for me to call ANY broker to look at any houses. I’m staying put! Honey, that wasn’t me talking, it was the blogger.
Here are two five great posts on this Century 21 Commercial:
http://matrix.millersamuel.com/?p=546 [Matrix by Jonathan Miller]
http://walkthrough.nytimes.com/?p=490 [Walkthrough by Damon Darlin]
http://www.inman.com/blogger/2006/04/role-of-agent-is-coercion-while.aspx#links [Inman by Jessica Swessey]
http://www.realcentralva.com/2006/04/13/century-21s-bad-commercial/ [Real Central Va by Jim Duncan
http://www.slate.com/id/2139572/?nav=tap3 [Slate by Seth Stevenson]
OOPS! LINKLOVE UPDATE:
We seem to have overlooked a key figure while reporting this story, Russell Arch, who originally posted about this Century 21 TV Ad on his blog over a month ago. Here’s his original post: The commercial that made my blood boil…
Thanks Russell! (Hat Tip)
How is this at all controversial?
Just curious if you had seen this at Slate : http://www.slate.com/id/2139572/
I will assume you have, but the link is there for the benefit of your readers.
I admit that when I first saw the commercial, it caused me an unease that I couldn’t put my finger on. But I thought it was just me. Turns out this commercial is getting a lot of comments!
To R Flowers
Actually, I saw it on Jonathan Miller’s Matrix blog but thanks for the link.
To Fl00d
Thanks for your comment.
I guess I used the word controversial because it has received a lot of negative press in real estate circles. I wanted to point out that the buzz it created put the Century 21 brand out there–which i think is one function of a great ad, even though the ad may not be effective in getting consumers to call a Century 21 broker now.
R Flowers,
Added the video link.
Thanks.