Century 21 will air a commercial during the third quarter of Super Bowl XLVII on February 3rd in New Orleans. Their 2012 Super Bowl commercial starring Donald Trump, Apolo Anton Ohno and Deion Sanders generated many new leads and home sales for their agents. The upcoming commercial will have a similar theme of touting Century 21 agents as "smarter, bolder, faster" but will air right after halftime instead of the third quarter. With the US housing market improving, the commercial will emphasize the opportunity for many to buy a home. In addition to targeting home buyers and sellers, the commercial aims to attract new agents during a time of high turnover in the industry.

1. Super Bowl Watch: Century 21 CMO Thorne Sets Game Day
Strategy
Posted by Dale Buss on November 14, 2012 01:06 PM
Century 21 enjoyed its own Super Bowl performance in February so much that the nation's leading Realty
brand has scheduled an encore. A TV commercial by the company will appear during the third quarter of
the CBS telecast of Super Bowl XLVII on February 3 from New Orleans.
"It was a powerful play for 2012," Bev Thorne, CMO of Century 21, told brandchannel about the
brand's Super Bowl debut with a commercial that starred Donald Trump, Apolo Anton Ohno and Deion
Sanders. "It turned into lots and lots of leads for our Century 21 agents, then turned into appointments and
closed transactions."

2. The second Super Bowl ad, which Thorne talked up at the recent NAR Realtors Conference (above), will
resemble the first one thematically, once again touting Century 21's agents as "smarter, bolder,
faster." But this time around the brand is placing its commercial earlier in the game, right after halftime.
Why not the third quarter again? "The timing happened to be good" because it was a close and exciting
game, she said, "but we know there's always a good viewing audience right after the halftime show."
Another difference for its second appearance will be the economic context. Last February's Super
Bowl spot was "perfect timing to put our agents in front of [home] sellers and buyers just in
advance of the [housing] market turning," Thorne said. With the U.S. housing market in the
midst of a modest advance, Century 21 plans to emphasize that "for many, this is a generational
opportunity" to buy a home.
There also will be another target audience for the Century 21 Super Bowl spot: prospective
employees. "We may be speaking to only 10 to 15 percent of the American public who are in the
market for a home at any given time," Thorne said, "but at the same time we'll be speaking to
100 percent of the [competing] agents in the market about why they should be with Century 21."
Any time there's a strong move in the housing market, up or down, she said, there's lots of
turnover among agents. In February, Century 21 wants to position itself right in the middle of
that game — as well as the Super Bowl itself.