Adopted Dogs Star in Oscar Ad

Home is where the dogs are in new Coldwell Banker spot
By Cameron Woo, February 2015

There are few things better than coming home and being greeted with the wagging tails and the unbridled joy our dogs exude. These moments are gloriously featured in a new commercial titled “Home’s Best Friend” the made its debut during ABC’s airing of The 87th Academy Awards on February 22.

The 30-second ad spot is produced by Coldwell Banker Real Estate and features 16 rescued dogs discovered on Adopt-a-Pet.com. To help more dogs find a forever home, Coldwell Banker is announcing the “Homes for Dogs Project.” By teaming up with Adopt-a-Pet.com, the largest nonprofit pet adoption website in North America, the campaign aims to find homes for 20,000 dogs in 2015.

“Our previous spots have showcased the joy of coming home, so this year it made sense to portray who’s on the other side of the door,” said Sean Blankenship, chief marketing officer for Coldwell Banker Real Estate LLC. “With more than 43 million U.S. households having dogs, there is no question that our pets go hand-in-hand with our love of home. The ‘Homes for Dogs Project’ takes this a step further, allowing our affiliated companies to join us in helping adoptable dogs find homes.”

It’s an admirable goal, and a good example of how some corporations are partnering with humane organizations to brand their values and philanthropy. “Dog love” also resonates with consumers, and this effective commercial captures the delight that many of us experience every time we walk through the door.

The annual Oscar airing has become a popular launching pad for commercials trying to capture a more sophisticated crowd as opposed to the populist viewership of the Super Bowl. Advertisers often choose to debut their more thoughtful and cinematic spots during the Oscar telecast. For Coldwell Banker, they are hoping that the most memorial clip you saw at Hollywood's big awards broadcast was be their new commercial.