Century 21 Real Estate has released three teaser videos for its debut Super Bowl commercial.
Available on the Parsippany, N.J.-based company’s Facebook page at www.facebook.com/century21, each video features one of the three stars -- Donald Trump, Deion Sanders and Apolo Ohno -- who will be appearing in the third-quarter ad.
The teaser videos also will air during pre-game coverage. In addition to the third-quarter ad, the company is a broadcast sponsor of the 3:30-4:00 p.m. block of the pre-game show on NBC and will have more than a dozen other pregame commercial spots.
With the theme line of “Smarter, bolder, faster,” the ad matches an unflappable Century 21 Agent in scenarios with Donald Trump, professional Football Hall of Famer and NFL analyst Deion Sanders and short- track speedskater Apolo Ohno.
"Our agents are the very heart of our business, so it was important for us to create an ad that celebrates their capabilities," said Bev Thorne, chief marketing officer, Century 21 Real Estate LLC, in a release. "The Super Bowl is the last great campfire for the American family. For most consumers, it's centered in the home and the home is the center of the services we're in business to support."
Century 21 will host its teasers, behind-the-scenes footage and the final Super Bowl commercial on its Web site, century21.com/superbowl, as well as on a customized Facebook application and upgraded YouTube brand channel. The teaser spots as well as the game spot were created by Philadelphia-based Red Tettemer + Partners.
Century 21 Real Estate LLC is the franchisor of approximately 7,600 independently owned-and-operated franchised broker offices in 71 countries and territories worldwide.
According to Ace Metrix, celebrities are a risky Super Bowl gimmick. During last year's Super Bowl, ads without celebrities performed 9.2% better than those with celebs.
Last year, the only ad starring a celebrity that ranked in the Ace Metrix top 10 most-effective Super Bowl ads was the Snickers ad starring Rosanne Barr and Richard Lewis. Among the 10 least-effective Super Bowl ads last year, five starred celebrities including Groupon's ad starring Timothy Hutton, Lipton's Iced Tea ad starring Eminem, GoDaddy's ad featuring Joan Rivers, Salesforce.com's ad with Will.i.am and Stella Artois' ad starring Adrien Brody.