Century 21 Super Bowl Spot Will Spotlight Agents

Century 21 is planning to advertise in the Super Bowl for the first time ever — and in a big way, with a 30-second spot in the third quarter, plus 11 pre-game ads, and a sponsorship of a half-hour block of the pregame show on NBC.

Century 21’s new “Smarter, bolder, faster” campaign which focuses on its’ agents is expected to be the foundation for the Super Bowl work. Although, Beverly Thorne, Century 21’s chief marketing officer remains silent about the Super Bowl creative. “I can’t and won’t reveal the creative yet. We will reveal it before the game itself. But what I can tell you is, absolutely our creative is very focused heavily on the power, strength and knowledge of our agent, who is smarter, bolder, faster.”

The ads are being handled by independent shop Red Tettemer & Partners of Philadelphia, the marketer’s creative and digital shop. Century 21’s media-buying agency is WPP’s Mediacom, while PR and social media are handled by Interpublic Group of Cos.’ Mullen.