This year, the Super Bowl brings to an anticipated 110 million-plus U.S. television audience its perennial cast of characters: two iconic National Football League powerhouses, more than a few carmakers, beer companies, and big-studio movies. And for the first time in a long time, a real estate brokerage company will be part of the mix.
Century 21 Real Estate -- among the largest global real estate franchisors with about 7,600 franchise offices in 71 countries -- is set to air a 30-second spot during the third quarter of Sunday's Super Bowl, which begins at 6:30 p.m. EST on NBC this Sunday, Feb. 5.
The Super Bowl ad continues the brokerage's "Smarter, bolder, faster" national campaign, launched earlier this year, and will feature Century 21 real estate agents besting celebrities at their own game.
In the ad, a Century 21 real estate agent takes on and overcomes the "smarts" of real estate don Donald Trump, the boldness of NFL hall-of-famer Deion Sanders, and the speed of U.S. Olympic speed skater Apollo Ohno. A series of about a dozen teaser ads will run during the 4.5-hour pregame show on NBC, which starts at 2 p.m. EST. Century 21 is also the sponsor of the pregame show that runs between 3:30 p.m. and 4 p.m. EST.
"It's the perfect springboard to the springtime selling season," said Beverly Thorne, chief marketing officer of Century 21 Real Estate, of the Super Bowl ad.
It's the first Super Bowl ad by a real estate brokerage in 21 years, said Thorne, and signifies the company's optimism that the housing market is on the rise. Real estate hasn't been completely lacking from the game in the last few years. A real estate-related company, Homeaway, which provides vacation home-location services, ran ads in each of the last two big games.
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