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CoStar Group brand Homes.com is back on the Super Bowl stage with two 30-second commercials that cleverly highlight its dominance in home shopping — without actually saying it.
Made together with independent advertising agency RPA and directed by Taika Waititi, "Not Saying We’re the Best" and "Still Not Saying We’re the Best" feature a star-studded cast:
- Hollywood legend Morgan Freeman
- "Schitt's Creek" creator and actor Dan Levy
- "Saturday Night Live" cast member Heidi Gardner
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The spots play off a humorous back-and-forth between Gardner and Levy, who portrays the head of Homes.com, and a corporate lawyer who refuses to let them declare the brand as the top home-shopping site.
As the argument escalates, the team finds increasingly creative ways to make their point.
"We believe that it is obvious that Homes.com is the best home shopping website anywhere, but our lawyers told us while it may be true, we cannot legally say that in an ad," CoStar Group Founder and CEO Andy Florance said in a statement.
"So we turned to the very best talent in RPA, Taika Waititi, Dan Levy, Heidi Gardner, and Morgan Freeman to not tell the world that Homes.com is the best. When Morgan Freeman says so who can say it is not so?" he added.
The latest efforts from the brand and agency build on last year’s record-breaking $1 billion marketing push that boosted Homes.com’s awareness from 4% to 33% and doubled its traffic compared to Realtor.com.
It is a masterclass in brand storytelling that stick, said Michael Melen, co-founder at SmartSites.
"By making Morgan Freeman the voice of playful restraint, Homes.com turns compliance into comedy — capturing attention without even claiming to be the best."
Through impactful digital marketing strategies, the platform set itself apart by ensuring home sellers benefit directly from their listings.
Gabriel Shaoolian, CEO and founder of award-winning full-service web design agency Digital Silk, believes cutting out unnecessary intermediaries in the way Homes.com does creates a direct line between sellers and buyers.
“This level of transparency doesn’t just build trust — it redefines how people expect to engage with real estate platforms.”
Unlike competitors, it doesn’t divert leads to other agents, allowing sellers to connect directly with interested buyers — an approach that enhances transparency and builds user trust.
Morgan Freeman Delivers the Final Word
The first of two spots shows Levy, the apparent owner of Homes.com in the ad, attempting to navigate legal restrictions on calling Homes.com the best.
While he and Gardner continue to bargain, even calling it the best in a different language, each effort is shot down by their lawyer.
As a last resort, they get the help of Freeman to say Homes.com is the best in his signature commanding voice, but to no avail.
The spot culminates in a hilarious "gotcha" moment when Freeman asks the lawyer to repeat the line he just said, getting the lawyer himself to call Homes.com "the best" without even realizing it.
The second spot sees Freeman looking into the city skyline as he delivers a powerful narrative, only to end it with the line the company lawyer advises everyone not to say.
"I told you, you cannot legally say "Homes.com" is the best," the lawyer reiterates.
Levy continues to indulge in the argument, questioning whether Gardner can say the line "as Morgan Freeman."
The advert goes on with the two continually bargaining, with Gardner comically trying to imitate Freeman's deep voice and Levy suggesting the company change its name to homes.comisthebest.com.
"I give up," the lawyer says, as the commercial ends.
Previously, football superstar David Beckham and award-winning actor Matt Damon teamed up for Stella Artois' hilariously dramatic Super Bowl commercial.
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