Valley PR Blog

Arizona Homebuilder is Ready to Play on Advertising’s Biggest Stage

By Abbie Fink on January 12th, 2010 In Marketing

Fulton Homes is ready to air its new Super Bowl ad to the biggest TV audience in the world as sports fans, consumers and advertisers alike eagerly await the prime event of the year on network TV, Super Bowl XLIV in Miami on February 7, 2010, broadcast on CBS.

Arizona’s largest privately owned homebuilder will air one 30-second spot during the big game, as well as a second spot later in the evening during the CBS-5 News broadcast. The spots represent a very new look and feel in regard to the brand image that the company has worked so hard to build since 1975.

“Fulton Homes considers the Super Bowl an important part of our marketing strategy and we have always come from the approach that marketing is muscle not fat,” said Fulton Homes CEO Douglas Fulton. “Fulton Homes is going into 2010 with a strong offense and we will win.”

knoodle, a Phoenix-based advertising and public relations agency, created the spots for Fulton Homes using nine actors and one professional voice talent representing a diverse cross-section of some of the Valley’s most talented individuals. Pre-production and concepting began in September of 2009 in conjunction with a local film company, along with an Emmy-nominated Hollywood effects house. The spots were filmed locally on location at McClintock High School in Tempe and at Glendale High School.

“The spots employ a lot of humor – a little tongue-in-cheek – while still retaining the brand essence of Fulton Homes that we’ve helped to build for so many years,” relates Matthew Wilson, Vice President of Creative for knoodle. “Doug Fulton is always open to exploring new ideas and innovative ways of marketing and he allows us in the creative field to present original thoughts and viewpoints – no matter how far out-of-the-box they may be.”

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