Re/Max’s “Advice You Need” campaign sees Edmonton Oilers’ captain Connor McDavid querying a realtor about stick grip and other game-related minutiae, while in another, young home buyers ask a Re/Max agent whether Crispin is the right name for their son.

In both cases, the realtors stay in their lane and stick to their expertise.

Anthony Volpini, executive director of marketing for Re/Max, tells strategy the real estate brand’s greatest strength is its experience. “They’ve seen and lived it all and clients trust them not to steer them wrong,” Volpini says. “We wanted to find a clever way to remind Canadians that they can rely on us to give them the best real estate advice.”

The brand’s depth of knowledge was also explored in last year’s “Strangersplain,” which was also produced with agency partners Arrivals + Departures and True Media. The hook in that spot was that Re/Max’s staff offers more reliable advice than strangers. 

In 2023’s Super Bowl season, Re/Max explored the theme again, and Re/Max emphasized that first-time buyers should eschew advice from friends, family and even celebs, then turning to ex-Raptor guard Kyle Lowry to star in the spot.

“From the moment we began our partnership with Re/Max, we set out to make work that steered clear of category tropes and conventional advertising,” says Mike Bevacqua, partner and president at Arrivals + Departures.

This year’s campaign launches with 30- and 15-second linear and connected TV spots, OLV, OOH (Billboards and TSAs), programmatic video and display, paid social including TikTok creatives, search ads and a sports app integration.

In addition, the campaign launch will also include a “Play like a Pro” contest, giving consumers a chance to win autographed hockey stick and gloves by McDavid, in addition to street hockey kits.