Social media is evolving. Are you adapting? Connect with a community of brand pros and content creators at Social Media Week, May 12–14 in NYC, to learn how to keep pace with new trends and technology. Register now to save 20% on your pass.
This ad character washes his car, grabs his newspaper, and barbecues his dinner at exactly the same time as his neighbor, often wearing a mirror-image outfit while making awkward small talk.
His behavior might not technically constitute stalking—it stops short of Single White Female, dude version—but he’s just too close for comfort.
For its latest campaign called “On the Move,” Opendoor has recruited Latin Grammy-winning artist Pedro Capó to star as the object of his clingy neighbor’s affection. The singer-songwriter solves the claustrophobic feeling by quickly selling his place and packing up his adorable dog for a clean getaway.
The brand, launching the busy spring season in the real estate sector, wanted to appeal to live entertainment and music-loving consumers. The campaign with the Puerto Rican-born Capó follows on the heels of Opendoor’s first music-centric collaboration in 2024 with Melissa Etheridge.
A musical match
The match between Capó and Opendoor is timed to the release of the artist’s latest record, La Carretera, which provides the ad’s soundtrack.
The concept spoke to Capó, who noted that “no reason is too small” for picking up stakes.
“As someone who is often touring from city to city, I can appreciate the importance of feeling right at home,” Capó, who co-stars in the ad with his IRL dog Juniper, said in a statement. “Opendoor makes kickstarting a new chapter—no matter the life transition—easy, reliable, and stress-free.”
The brand, which worked with tech and marketing platform Music Audience Exchange (MAX) on the creative and to broker the partnership, is looking for work “that doesn’t necessarily feel like a traditional ad,” said Lauren West, head of creative marketing at Opendoor. The goal is to develop ideas that “feel contextual to the moment and natural to the partners’ style.”
“Bringing in a recognizable artist connects Opendoor to key voices in culture and also helps humanize real estate, which is a notoriously traditional category,” she continued.
The campaign drops on the heels of some high-profile media buys in the space—Homes.com returned for a second consecutive Super Bowl earlier this month, while Rocket Companies used the Big Game to show off its rebrand with emotive work from new agency of record Miramar.
This post was originally published on this site be sure to check out more of their content
