Century 21 – Wedding

De nombreux articles aux USA faisaient part d’un embargo des marques sur la diffusion de leurs publicités du SuperBowl pour maximiser l’impact le Jour J. Néanmoins, depuis quelques jours, on observe la tendance inverse, à savoir le lancement de plusieurs campagnes publicitaires. La dernière en date nous vient d’un des enfants du SuperBowl, Century 21.

En effet, la marque, agent immobilier de profession, vient de dévoiler sa publicité de 30 secondes pour le SuperBowl, intitulée Wedding

[youtube]https://www.youtube.com/watch?v=krVn3Nw6r9Y[/youtube]

Conçu afin de vanter les services des agents immobiliers, la publicité Century 21 se termine avec la signature « Smarter.Bolder.Faster » (Comprenez : « Plus intelligent. Plus audacieux. Plus Rapide »). D’autres publicités, réalisées par l’agence Red Tettemer + Partners à Philadelphie, seront diffusées 8 fois avant le SuperBowl.

Pas sûr que cela soit la publicité de l’année, mais sans doute la publicité la plus chère… A 4 millions d’euros l’achat d’espace, Century21 va devoir vite rentabiliser via d’autres leviers car il y a très peu de chances que cette publicité explose les scores de mémorisation….

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