Zillow homes in on success

Buying a house can be a challenging exercise, with a shortage of stock, fluctuating mortgage rates but ever more renters ready to purchase their own home. 

Despite those challenges, Millennials and Gen Z still dream of owning a house, and Zillow's new campaign acknowledges the difficulties they face, while asserting that the company can be an ally during the search.

Created 72andSunny LA and directed by Karena Evans through Fela, the hero spot, called The Journey Home [above], is a subtle, character-focussed 90-second spot that features a mother and daughter looking for 'the one'. After viewing lots of properties it looks like their search might be unsuccessful, as other buyers outbid them but, eventually, they find their dream home. 

Accompanying, shorter spots [below] tell the story of a couple who embraced some kitschy life changes to get a home loan and the story of an agent who found the perfect fit for a family with dogs.

“With the intention to not overlook the challenge of the market, we wanted to ensure each spot felt honest, specific and relatable, in hopes of empowering buyers towards the accessibility of their dreams," said Evans. "The narrative of the campaign hinges on this multilayered relationship story between the characters and each other, their homes, the viewer and Zillow. We lead with people: who they are, what they do and how they made their dream a reality. We hoped for a richly coloured portrait that creates a real connection between the viewer, their potential and Zillow.”

“Home buying is, to say the least, a polarising subject among millennials today," said Bryan Rowles, Executive Creative Director & Partner at 72andSunny LA. "There is so much negativity in the airwaves surrounding the possibility of owning a home. And yet, despite various obstacles and said negativity, people are figuring out how to buy a home. They are really doing it. Zillow's role is to be the optimistic, realistic partner through the ups and down of the home buying process. Every single step of the way.”