Opendoor Serves its Own Turducken in Holiday Ad
Its true origins may be a little murky—chef Paul Prudhomme trademarked it, NFL legend John Madden democratized it—but the turducken has become synonymous with the American holiday season.
It’s also now a catch-all term for any three things shoved together, whether they’re foodstuffs, words or concepts.
Opendoor, continuing a cheeky marketing streak that began early this year, rolls out its own version of the turducken in its first Thanksgiving-themed campaign.
The ad, from Venables Bell + Partners, highlights the meaty mashup as the center of traditional family and friend gatherings. The spot skips quickly through history, from “culinary pioneers” of the 18th century to a stereotypical 1950s nuclear family, all enjoying the same dish.
Viewers may note all the extra limbs on each era’s turduckens, a tip-off that the ad is dosed with low-key humor, in addition to being packed with protein.
It’s also a setup for a trio of services the brand is promoting: an all-cash offer (selling directly to Opendoor), listing on the digital platform with support from an Opendoor agent, and “ultimately, the assurance of a certain sale,” per the brand. Consumers can decide if that’s an apt representation of the popular entrée or simply a good marketing hook.
Though fourth quarter isn’t known in the real estate industry as a hot selling period—spring and summer have that reputation—the disruptive brand wants consumers to “rethink the traditional off-season mindset around home selling,” according to David Corns, CMO at Opendoor.
As for the sensibility of the spot, the brand aims to “adapt our marketing tone to fit the moment,” Corns said. Given the current environment—with the approaching divisive election and chaotic end-of-year holidays—Opendoor “leaned into a lighter, more humorous approach to connect with our audience in a way that feels relatable and helps take the edge off during an otherwise intense season.”
The brand has amped its marketing in 2024 with a variety of creative agencies, kicking off with a Super Bowl regional ad and stunt from Mischief @ No Fixed Address that sold an Atlanta house on live TV.
Other campaigns have included break-up themed spots from Alma, launching in the post-Valentine’s Day period with an OkCupid partnership, and a recent Halloween ad via VaynerMedia starring a vampire and her garlic-growing neighbor.
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