Coldwell Banker Marks 120 Years with "The Letter," a New National Advertising Campaign Celebrating the Emotional Impact of Home
Coldwell Banker introduces an emotionally focused national ad campaign, “The Letter,” tied to its 120th anniversary and airing during 2026 football season.
Rhea-AI Summary
Coldwell Banker (COMP) has launched “The Letter”, a new national advertising campaign debuting during the 2026 football season on a streaming service. The 60-second spot and related 15-second ads follow one family across three decades in the same home, using a farewell letter to the new owner to highlight the emotional meaning of home. Timed to the brand’s 120th anniversary, the campaign focuses on life events and everyday moments inside the home rather than property value, and was developed with Siltanen & Partners and director Alice Gu.
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Key Figures
- Brand anniversary
- 120 years
- Coldwell Banker anniversary campaign
- Primary spot duration
- 60 seconds
- The Letter campaign
- Additional spot duration
- 15 seconds
- Series of original campaign spots
- Family story span
- more than 30 years
- Story told in the primary spot
Key Terms
16mm film camera technical
fair housing act regulatory
AI-generated analysis. How Rhea-AI works. Not financial advice.
Debuting during the 2026 football season on a streaming service, the new campaign
As the Coldwell Banker® brand celebrates its 120th anniversary this year, the campaign honors all of the little moments that add up to make a house into a home: the dinner parties, holiday celebrations, graduations, visitors, and new additions. The 60-second spot tells one family's story across more than 30 years, while a series of original 15-second spots highlight individual moments in the family's life – and the home that served as the setting. It's a vantage point Coldwell Banker has held since 1906, across generations of families and the agents who walked them through the door.
"The Letter isn't about the value of a house in dollars, cents or square footage. It's about the value of life that happens inside," said Brandon Newman, Vice President of Marketing, Coldwell Banker Real Estate LLC. "Homes are an ecosystem for your life, so we built our campaign the same way. There is no single hero spot with cut downs. Instead, there's a whole life that takes place in this world we have created, which celebrates the real lives people live in their homes every day."
Capturing three decades of one family in the same home shaped every production choice, from casting to cameras. The Coldwell Banker team cast the family at multiple ages, spent up to six hours a day on makeup to age or de-age actors, and evolved wardrobe and production design through the decades. Three cameras marked the passage of time, including a 16mm film camera for the earliest era.
"Much of the conversation around real estate today is about technology, listings, transactions and market conditions, but buying or selling a home has always been about more than that," said Mary Lee Blaylock, President of Coldwell Banker Affiliates. "Homes are incredibly emotional, and after 120 years in the business, Coldwell Banker has seen all of it. Coldwell Banker affiliated agents don't just close transactions. They hand people the keys to the places where their lives unfold. The physical letter is a beautiful way to conceptualize the ending of one family's chapter in a home by welcoming another, reminding us what a home really is."
The campaign was created with Siltanen & Partners, directed by Alice Gu. You can view all the spots in The Letter here and find behind the scenes content here to discover the story, inspiration and creative thinking behind The Letter and "120 Years of Home," the full year campaign celebrating the role home plays in shaping our lives.
About Coldwell Banker Real Estate LLC
Powered by its network of 93,000 affiliated sales professionals across 50 countries and territories, the Coldwell Banker® system is a leading provider of full-service residential and commercial real estate brokerage services. The Coldwell Banker brand prides itself on its history of expertise, honesty and an empowering culture of excellence since its beginnings in 1906. The Coldwell Banker brand is committed to providing its network of affiliated sales agents with the tools and insights needed to excel in today's marketplace and is known for its bold leadership and dedication to driving the industry forward. Coldwell Banker Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is independently owned and operated. Coldwell Banker is a part of Compass International Holdings (NYSE: COMP), a global real estate services company with a presence in every major U.S. city and in approximately 120 countries and territories. To join Coldwell Banker Real Estate and unlock the Gen Blue possibilities, please visit www.coldwellbanker.com/join.
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SOURCE Coldwell Banker Real Estate LLC
FAQ
AI-generated questions and answers. How Rhea-AI works. Not financial advice.
When and where will Coldwell Banker’s “The Letter” campaign debut?
The Letter will premiere during the 2026 football season on a streaming service, airing on select Thursday evenings in the fall.
What story does “The Letter” campaign tell?
The main 60-second spot follows one family living in the same home over more than 30 years, framed as a letter written to the new owner that reflects on the emotional role the home played in their lives.
How is the campaign structured beyond the main 60-second spot?
Alongside the 60-second film, there is a series of original 15-second spots, each highlighting individual moments in the family’s life and showing how the home serves as the setting for those experiences.
Who created and directed “The Letter” for Coldwell Banker?
The campaign was created in partnership with Siltanen & Partners and directed by Alice Gu.
How did production choices support the multi-decade storyline?
The team cast the family at multiple ages, used up to six hours a day of makeup to age or de-age actors, updated wardrobe and production design for each era, and employed three different cameras, including a 16mm film camera for the earliest period.
How does this campaign relate to Coldwell Banker’s broader 120th anniversary efforts?
The Letter is part of “120 Years of Home,” a full-year campaign that, in the company’s view, celebrates how home shapes people’s lives and reflects the brand’s long history with generations of families and agents.
Where can viewers find the ads and behind-the-scenes content for “The Letter”?
Viewers are directed to watch all of the spots in The Letter and explore behind-the-scenes material online, where the story, inspiration and creative thinking behind The Letter and the 120 Years of Home campaign are shared.