Sunday, March 11, 2007


Whether you’re looking to buy, sell, rent or share – don’t rely on fate, use the biggest real estate website to find the property that’s right for you. That's the message of Australia’s no.1 real estate website,’s new advertising campaign, launched today.
Created by Cummins and Partners, Melbourne and directed by Dog Boy, the campaign kicks off with a TV commercial on air in Sydney from 6.30pm tonight (Sunday 11 March) on the Seven Network. Running for three months it will be seen in peak shows like Grey’s Anatomy, Desperate Housewives, Ugly Betty, Prison Break & Heroes to name a few. Other mediums in the integrated schedule include online and print advertising.
The campaign was designed not only to enhance’s brand image, but to remind people that getting online is the best way of keeping on top of what’s available, particularly in a market place where price revisions and expectations are constantly changing.
Representing approximately 90 percent of all properties listed by agents, is the biggest real estate website in Australia with the widest spectrum of listings for the Sydney market.
To view the spot click
  • HERE

  • Agency: Cummins and Partners, Melbourne
    Creative Team: Jason Kilgour and Jason Rose
    Director: Dog Boy: Matthew McCaughey & Antony Alekna
    Producer: Fiona McGregor
    C&P Producer: Jill Wheeler
    Production Company: The Pound


    Anonymous Anonymous said...

    When one thinks of the myriad approaches one could take with this brand and this category, it's a little difficult to comprehend how this particular approach got past the first meeting, let alone into production and onto television.

    I may be a bit thick, but I don't even comprehend the idea. Perhaps someone would be kind enough to explain it to me.

    What is of broader concern is that if I, a reasonably intelligent and highly experienced advertising person don't get it, what hope have the great unwashed got? They, after all, will not be viewing the spot in the artificial environment of undistracted concentration that this blog provides?

    The Fiat's cute, though.

    Love, Monty Arnhold

    2:44 PM  
    Anonymous Anonymous said...

    I don't mind it. The idea is simple: girl gets forced by a fugitive/good guy running from bad guys to drive somewhere she had no intention of going.

    In the process, she lucks upon a cool house she otherwise wouldn't have seen.

    They then tell us not to rely on fate, but to use to find your next house.

    Not the greatest ad ever, but not bad either.

    And no, I didn't make it and I'm not their mum either.

    5:31 PM  
    Anonymous Anonymous said...

    I agree with monty -cute car.

    cool ad as well

    7:34 PM  
    Anonymous Anonymous said...


    7:36 PM  
    Anonymous Anonymous said...

    Gee, is THAT the story? Thanks.

    I'm not sure that most people would have the mental agility to perform the intellectual gymnastics required to make that connection.

    And even if they did, so what? What's it selling? Why should anyone viewing this ad choose

    Sorry to seem old fashioned, but what's the proposition? I'll wager that most people viewing this spot in a so-called normal viewing environment would neither have a clue what it's about, nor be able to tell you who the advertiser is.

    It's not even a good generic ad for on-line real estate.

    But apart from those minor flaws, it's triffic.


    8:05 PM  
    Anonymous Anonymous said...

    I'm currently struggling to find a place.

    Forget searching online.

    I'm going to start driving round in a convertible hoping to get carjacked.

    It seems to work a treat.

    9:09 PM  
    Anonymous Anonymous said...

    Is that the Monty Arnhold who used to work for Cummins and Partners?

    10:20 PM  
    Anonymous Anonymous said...

    i thought it was prety well done

    10:21 PM  
    Anonymous Anonymous said...

    Yes 10:20, I am the former temporary Creative Director of Cummins and Partners. Got a problem with that? And to ask the obvious, who might you be?


    2:29 PM  
    Anonymous Anonymous said...

    yeah i think monty arnhold did used to work for cummins and partners.... i wonder if he left on good terms.

    4:54 PM  
    Anonymous Anonymous said...

    Good idea. Well executed.

    Maybe it's just me but i don't know what's so hard to get:

    Don't rely on 'insert freak way to find house here'.... use

    But i'm no genius.

    5:00 PM  
    Anonymous Anonymous said...

    Ok, the idea's fine but why did they skimp on the location – the house she sits out the front of looks like something you'd move out of.

    That could've made it a bit simpler.

    Anyway, nice all round.

    5:07 PM  
    Anonymous Anonymous said...

    Sour grapes, Monty? Ad is cool. Much better than the load of tripe that seems to be out there.

    8:16 PM  

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