D.R. Horton needed a new image and they wanted to launch it with their sponsorship of the Portland Timbers in 2011. While their "America's Builder" tagline and red, white, and blue color palette may play well in the midwest, Portland was not feeling it. So, Fish Marketing developed the "Right at home in Oregon" tagline and launched it in this TV spot that was part of their Portland Timbers sponsorship.
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