Why Zillow is more than a home search brand in its first 72andSunny campaign

The new campaign includes a 60-second anthem spot with professional basketball player Bol Bol. A voiceover explains that Zillow can be used for dreaming but also for agents and home loans. “So Zillow your beautiful selves into that place you’ve been dreaming of, because now Zillow means everything you need to get home.”

The spot will also run in a 30-second version. In addition, the brand is running individually focused videos on loans and agents—in total, it will air nine films. The campaign will air during Game 2 of the NBA Finals on June 4 on ABC and throughout the month on linear and streaming TV. The campaign also includes online video, podcast, radio and social media ads.

Zillow’s internal media department worked with UM on media buying.

The new push marks the first time Zillow is using its brand as a verb.

“The job task given was how do we shift perception around Zillow and disrupt the pattern of Zillow being seen as a place where you search and dream to the place where you find and get a home,” said Bryan Rowles, executive creative director at 72andSunny.

While Kandikonda declined to provide specifics on the budget for the new work, he said it “is one of the most substantial investments that we have made in the past 12 to 18 months.”