"This is an inside joke on Realtors flashing their photos everywhere they go," said Steve St. Clair, Planet Central's creative director.
"Maybe they shouldn't sometimes."
The campaign began this week with an ad in Realtor magazine
, which has a national circulation of more than 1 million.
The ad is dominated by a goofy, smiling face and directs you to the companion Web site: www.CheesyBrokerPhotos.com.
"You're always looking for ways to drive people to the Web as fast as you can," St. Clair
"That's key -- how to make it viral inside the business," St. Clair
"There's a chance every time you take a humorous approach that you're going to offend someone," St. Clair