"Born to Sell," one of the television commercials being introduced in the
2001 television campaign of global real estate franchisor, RE/MAX International
has captured unexpected attention. On March 12 it was named one of the "Best
Spots of February," a monthly alphabetical compilation of the best new U.S. TV
commercials as determined by the editors of Adweek, the industry leader for
news and information in the fields of advertising, marketing and media.
Adweek writer Mark Lang describes the commercial: VO (Voice Over): ""Why
are RE/MAX agents so successful selling your house or buying a new one? From
birth, they're different." In a laboratory, babies are tested for "cell-phone
awareness," the ability to identify styles of homes and proficiency in shaking
hands. For these kids, it's all about exhibiting real-estate skills. VO:
"RE/MAX agents average more than 13 years experience, but their ability to
respond to customers comes naturally."
All television spots for the 2001 RE/MAX campaign were created by
advertising agency, Richardson, Myers & Donofrio (RM&D) of Baltimore in
coordination with a select RE/MAX Advertising Committee comprised of RE/MAX
regional owners, regional directors, broker/owners and sales associates. Ten-,
15- and 30-second versions of this and other RE/MAX spots are scheduled to air
throughout the year on prime time, evening news, sporting events and more than
20 cable stations.
Among others featured on the February list were spots for Folgers, Isuzu
Rodeo, MasterCard, Volkswagen Passat and Nike. The monthly list can be viewed
at www.adweek.com.
Published: March 21, 2001
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