Reality is funnier than fiction, you just have to present it with flair. Uncommon Creative Studio US has lent its flair to The National Association of REALTORS, with a campaign starring two 30-second spots that make getting its agents’ help to achieve the great American dream of home-ownership so much better than doing it yourself.

Each commercial in Don’t DIY,  the first wave in the new campaign, Right by you, is a comedic and light-hearted take on what can go wrong when home buyers try to go it alone, with humorous nods to the overconfidence and lack of experience and knowledge of first-time buyers. Yes, Nike introduced the films’ style. Uncommon has mastered it. The films’ human humour is entertaining and more importantly, their message is unignorable.

The campaign is a timely and strategic piece of work for the agency that understands the many changes in behaviour and ongoing shifting industry trends right now.

The full campaign will cover broadcast and streaming platforms and radio/audio. The first wave of new work, titled “Don’t DIY,” is a comedic and lighthearted take on what can go wrong when home buyers try to go it alone, with humorous nods to the overconfidence and lack of experience and knowledge of first-time buyers.

Steve Zaroff, chief strategy officer at Uncommon Creative Studio, commented, “Our research showed that first-time home buyers often have more enthusiasm than expertise. Our job was to highlight the potential pitfalls of their inexperience and assert the essential role of a REALTOR as a partner in the property-buying and selling process. We wanted the takeaway to be, ‘I’d be crazy to do this on my own.”

A second creative construct that taps into different consumer misperceptions and emotional storytelling is set to launch in early April.