US – The property listings website has released a new ad to emphasise how Covid-19 has changed perceptions of home environments.
Created by agency Huge, the #StayHome ad explores how homes have become sanctuaries during the coronavirus pandemic. Spending extended periods of time at home has forced people to rethink their homes as spaces for working, relaxing and exercising, among other activities. Realtor’s film also positions the home as a place that has saved lives.
The campaign started with a mini-festo that sought to address some of the emotional challenges faced by US consumers who are sheltering in place due to the country’s national lockdown. Crucially, the ad was not created to advertise Realtor.com’s services. ‘This was never to be about our business, but about our shared interest in the meaning of home,’ writes Andrew Strickman, the company’s head of brand and chief creative officer.
In a similar vein, our Sacrificial Advertising microtrend considers how brands are forgoing typical marketing messages in favour of campaigns that promote isolation.