Century 21 expects Super Bowl ads to boost website traffic

Hoping to see the same kind of boost in website traffic that it did last year, Century 21 Real Estate is creating four separate ads as part of its second consecutive Super Bowl XLVII TV ad campaign.

Last year’s Super Bowl campaign on NBC — the first by a residential real estate company in 21 years — included three separate 30-second spots depicting Century 21 agents besting real estate mogul Donald Trump, NFL Hall of Famer Deion Sanders, and U.S. Olympic speed-skating gold medalist Apollo Ohno.

This year’s Super Bowl ad will continue the “Smarter, Bolder, Faster” theme developed in conjunction with the franchisor’s 40-year anniversary in 2011, said Century 21 chief marketing officer Bev Thorne, who was in Los Angeles overseeing their production.

In this year’s spots, Century 21 agents will be the celebrities, Thorne said. The ads will have a fun, ironic feel, she said, and carry the theme “There’s a Century 21 agent in the house.”

Century 21 is sponsoring an hour long pre-game show. And have an ad in the early part of the 3rd quarter of Super Bowl XLVII.