Hasta La Creative!

The teeth are so white that they light up all the time. Remember when you were a child? Putting a flashlight under your fingers so they turn orange?
The challenge of this ad was to recreate the same color in the mouth of the model.

We actually put a small but very strong flashlight in her mouth. She had to move the flashlight with her tongue to light up the whole mouth. We took pictures of every angles and made the final picture. So the color her mouth is actually real.

Dudnyk partnered with Philadelphia-based, non-profit Simon’s Heart to help raise awareness of sudden cardiac arrest (SCA)—the #1 killer of student athletes. After losing their son to SCA, Simon’s Heart founders are leading the mission to save the lives of children by raising awareness and encouraging action. Dudnyk recognized the need to create a compelling campaign that would stop parents in their tracks, breaking through complacency and showcasing the dire nature of SCA.

The campaign features three different stark and solemn athletic settings: a field, a court, and a pool. Each setting is marked with the headstone of a student athlete—another lost heart—while the attention-grabbing headline rests heavily on the ground.

All of the elements in the new campaign, “Public Reality,” are tailored to the specific network/platform content the viewer is consuming — whether it’s real estate, reality, or food via broadcast and digital.

The campaign is one of the first of its kind that pairs cheeky creative about what actual homes are like with clever media buys across reality and other aspirational TV programming, that will span several networks including MTV, HGTV and The Travel Channel, as well as social.

The campaign was born out of the insight that when it comes to searching for a home, people don’t want to see luxurious ones that they can’t afford, they want a realistic picture of what they’ll actually get.

After satirizing the shows’ unreal content, the seven commercials conclude with a reminder that when a viewer is ready for a real home search, Realtor.com can help. Along with TV, spots will also appear on variety of digital placements across Instagram, Facebook and Twitter.

The spots (:15s and :30s) are part of Realtor.com’s new brand program, “Homes for the Real of Us,” the Huge-created brand platform that will serve to inform brand direction, marketing and more.

Trees, like water, are the harbingers of life. Showing a towel that’s partially soaked in water, with the drenched patch shaped like a tree, we wanted to establish that they are in need to be conserved, sustained and watered more, than cut down. This also entails planting more trees, focusing more on sustainable practices, and caring for nature, just as nature cares for us.