'Agents Of Change'
Slate takes a look at a television ad a brokerage firm is running. "This ad shows up at a fearful, uncertain time for real estate agents. It's not just that the housing market seems poised for a dip. It's that the real estate agent's very purpose is coming into question. Enter Century 21's new campaign, titled 'Agents of Change.' The initial salvo includes this spot and five others and began airing on television in March."
"With the exception of 'The Debate,' the ads are basically inoffensive. As for 'The Debate': It's terrifying. The problem lies in the performances. That beleaguered husband, dough-faced and weary, seems highly sympathetic as he expresses a few doubts about this major life decision. Meanwhile, the wife just knits her eyebrows at the guy like he's unfathomably dense. Later, she jabs him with an accusatory 'What?!'—her eyes wide and wild, her neck muscles flexed, her head twitching in disbelief at what a ninny her husband's turned out to be."
"The capper comes when their real estate agent, who we discover has been listening in on what should be a private and delicate moment, takes sides with the wife and thereby crumbles the husband's defenses."
"'Suzanne researched this,' says the wife in exasperation. As we're wondering who Suzanne is, the ad cuts to an image of the couple's kitchen telephone. 'This listing is special, John,' says the voice of their real estate agent over the speakerphone. 'You guys can do this.' The husband caves. 'This is awesome,' says the wife. We see a picture of the agent's Century 21 business card."
"I've gotten a few e-mails about this ad; all of them negative. One of my readers called the ad 'creepy.' Another felt that the wife in the spot 'comes off as a nagging harpy.' And a third asked me to explain 'why a woman bullying her husband would make me want to buy a house.'"