Super Bowl Debuts Pilot Apartment Industry Push

The Apartments.com spot stars Jeff Goldblum and rolls out on 7 February 2016 to also feature a surprise appearance by Lil Wayne

Online property listings giant, Apartments.com, will debut the first ever Super Bowl advertisement in the history of the apartment industry. The 60-second television spot stars Jeff Goldblum and Brad Bellflower and is slated to see roll-out during the Big Game on 7 February 2016.

Titled Movin’ On Up, it also features a surprise appearance by Lil Wayne and a gospel choir singing The Jeffersons theme song. The commercial is expected to be viewed by an audience of more than 100 million people, moving the brand into America’s biggest advertising event of the year.

“There are over 42 million renters today and growing across every age cohort. As the top apartment listings website, we have the largest inventory of apartments for rent to meet unique needs. We are extremely proud to be launching the apartment industry’s first Super Bowl ad,” said Andrew Florance, Founder and CEO of CoStar Group.

Celebrating apartment living in a way which stands out, the campaign was created by agency of record, RPA. It spotlights Brad Bellflower, the Chief Change Officer of Apartments.com. Played by Hollywood’s Goldblum, the spots showcases a visionary corporate leader as well as virtuosic pianist and singer.

Bellflower commandeers a piano about to be moved into an apartment and launches into a rendition of the aforementioned hit as he’s craned upward to a ‘deluxe apartment in the sky’. Upon reaching the penthouse, he meets its inhabitants: a reimagined George (George Washington) and Weezy (Lil Wayne).

The strategy of the overall execution is to position the marque as the ultimate go-to guide for apartment searchers to help one locate the ideal home with the possibilities and freedoms which come with renting. It also highlights how the resource offers more listings than any other site.

Meanwhile, the three-week integrated exercise has engaged digital influencers such as Kurt Schneider, Noah Guthrie, and VanJess to spread the #MovinOnUp vibe in a personalised fashion. The push also includes teasers featuring George and Weezy and their various antics to hype up the Super Bowl party.

The three videos are supported by a robust digital campaign across YouTube and native video seeding partner, Giant Media. The clips are being featured on the video-sharing platform’s AdBlitz channel—the key destination to watch, vote for, and share every must-see Big Game commercial.

To encourage the use of the campaign’s hashtag, the brand has partnered with Buzzfeed to create a unique listicle highlighting small life victories. The extension is being leveraged to introduce the idea of what it means to be #MovinOnUp as well as prime the well for more submissions and participation.