Private Property ‘Get a real Real Estate Agent – Darren’

Private Property ‘Get a real Real Estate Agent – Pauline’

Private Property ‘Get a real Real Estate Agent – Sylvester’

WISH IDIDTHAT September 2025 – View Showcase

ABOUT THE WORK
In today’s housing market, many sellers try to cut costs by cutting out the agent – attempting to handle everything themselves. But what happens when someone takes that DIY mindset a step too far? This radio campaign explores the surprisingly slippery slope of skipping the real estate agent. We imagined that once you try to sell your house alone, you don’t just take on the role – you become the role. You start using euphemisms. Talking like a walking brochure. Dressing sharper. Applying odd sales tactics to everyday life. Each spot is a behavioural character study: a seller slowly turning into a full-blown real estate agent. The copy was written with nuance and wit, leaning into familiar real estate lingo while heightening the absurdity just enough to keep things entertaining, yet relatable. Casting and performance were key. The reads had to be rooted in realism, never tipping into caricature – because the humour hits harder when it feels grounded. We combined understated music and clean sound design, letting the writing do the heavy lifting. In a cluttered category often dominated by hard-sell promos, these spots stood out by building a world, telling a story, and making a strategic point through craft, not volume.

CREDITS
Client/Brand: Private Property
CMO or Marketing Director: Theo Mseka

Agency: Machine, LePub
Regional Agency Group: Publicis Groupe
Agency Managing Director: Robyn Campbell, Greg Pfuhl
Executive Creative Director: Graeme Jenner, Jabulani Sigege
Chief Creative Officer: Peter Little
Creative Director: Harry Mackenzie
Agency Art Director: Clayton Swartz, Roderick Laka
Agency Producer: Tsakane Mogale
Account Management: Lauren Brabant, Dylon Phillips
Writer: Harry Mackenzie

Recording Studio: (Not an IDIDTHAT member)

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.