Homes.com, CoStar group's residential real estate portal, returned to American television screens last night with two advertisements during the Superbowl.
Homes.com ran a similar campaign last year as part of its notorious billion-dollar marketing and advertising budget.
In this year's rendition, Homes.com ran two 30-second spots: “Not Saying We’re the Best” during the first quarter and “Still Not Saying We’re the Best” during the third quarter, featuring the new-familiar team of Daniel Levy and Heidi Gardner, as well as a cameo from none other than Morgan Freeman. The ads were directed by Taika Waititi.
The ads are a culmination of a teaser campaign that ran in the buildup to the Superbowl, with Levy and Gardner desperate to call Homes.com "the best" but facing pushback from a corporate lawyer. Finally, it's official: Homes.com is not the best.
Andy Florance, founder and chief executive officer of CoStar Group, said:
“We believe that it is obvious that Homes.com is the best home shopping website anywhere, but our lawyers told us while it may be true, we cannot legally say that in an ad. So we turned to Taika Waititi, Dan Levy, Heidi Gardner and Morgan Freeman to not tell the world that Homes.com is the best. When Freeman says so, who can say it is not so?”
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