News & Media
Cover of NAR's 'That's who we R" style guide
Credit: NAR

‘That’s Who We R’ Shows Clients Who You Are

NAR’s ad campaign gets creative by melding everyday objects into the Realtor “R”, offering members videos and other materials they can use in personal marketing.

CHICAGO – Award-winning director Brett Foraker has made visually arresting short films and commercials for big brands, such as Sony, Samsung and Lexus. Now, he’s creating 15- and 30-second commercials for the National Association of Realtors® (NAR).

For year two of the “That’s Who We R” consumer ad campaign, NAR and its creative agency, Havas Chicago, envisioned vignettes that would bring the Realtor “R” into focus within the context of a real estate transaction – on an urban street, in a commercial office space, in a neighborhood of single-family homes.

Many of the materials can be used by individual Realtors in their marketing efforts.

“In 2019, we told consumers who Realtors are, and we made it clear that “R” equals Realtor,” said Karen Bebart, director of consumer brand advertising for NAR, in a behind-the-scenes video. “This year we’re really going to show them who we are and have consumers look for the ‘R’.”

The ads employ the use of parallax, a film technique that creates a sense of movement in static objects: As the camera pans, ordinary elements like pipes, lamps and roads combine to form the rectangle, semicircle and triangle in the Realtor membership mark.

Foraker is a master of the parallax technique. In fact, when Havas requested bids from production companies, it included a commercial Foraker had produced for a UK television channel as a reference for this type of visual effect.

“We were surprised and honored to get a proposal from Brett himself,” says Bebart. “Not only that, he included a personal note about the relationship he had with his Realtor. He really understood that bond.”

In addition to the new ad spots, the 2020 campaign is extended through social media, streaming services, radio, digital audio and through content partnerships coming in the second and third quarter.

Realtors are encouraged to use campaign logos, ads and banners – some are in Spanish – found at ThatsWhoWeR.realtor. In addition, a new free NAR+Photofy mobile phone app allows members to personalize preloaded “That’s Who We R” campaign assets and share them on social media accounts.

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