Island Wide Realty - quirky, humorous ad
The ad is an example of how a major agency like Ogilvy can produce a highly creative, memorable campaign for a local business. Tony B's social media presence inspired the ad, and instead of overproducing, Ogilvy leaned into his authentic style, resulting in a commercial that feels personal, humorous, and genuine
The standout moment in the ad is Tony B's humorous, down-to-earth delivery, mixed with surreal elements like a baby version of himself "Baby B" and an over-the-top presentation of Staten Island. It balances low-budget aesthetics with high-end creativity, perfectly capturing Tony B personality and Staten Island's local culture
The campaign targets local Staten Islanders and potential homebuyers, focusing on people who appreciate straightforward, authentic communication from a realtor. It also appeals to Tony B's existing social media following, expanding his brand awareness to new audiencese�
TARGET AUDIENCE
About the
Campaign -
The ad is an example of how a major agency like Ogilvy can produce a highly creative, memorable campaign for a local business. Tony B's social media presence inspired the ad, and instead of overproducing, Ogilvy leaned into his authentic style, resulting in a commercial that feels personal, humorous, and genuine
Core Theme of the Campaign -
Tony B's cult following: He already had a strong social media presence, which inspired Ogilvy to create a campaign highlighting his authenticity.
Humor and surrealism: The ad plays with quirky elements like "Baby B" and fun scenes to make the realtor's personality shine.
Underdog charm: Staten Island itself plays a role in the campaign, highlighting the borough grit and local pride.
Ogilvy's approach: Instead of a polished, corporate ad, they opted to match Tony B's unfiltered style, keeping it relatable for locals.
Director's vision: Randy Krallman balanced Tony B's realness with comedic elements, letting the realtor natural cadence guide the tone of the ad.
Personal involvement: Tony B was actively involved in the production, helping to secure locations and ensuring it reflected his personality and business.
Low-budget aesthetic: While the campaign had major backing, it kept the feel of a local commercial, enhancing its authenticity.
A reflection of Staten Island: The campaign resonated with locals by embracing Staten Island's unique culture, showing that you dont need a big, polished production to create a successful ade�