Super Bowl

Apartments.com to Celebrate Apartment Living in First Super Bowl Commercial

Jeff Goldblum Will Reprise Role As Brad Bellflower

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A scene from Apartments.com's $100 million campaign last year starring Jeff Goldblum.
A scene from Apartments.com's $100 million campaign last year starring Jeff Goldblum. Credit: Apartments.com

Apartments.com is making its debut in the Super Bowl with a spot celebrating apartment living.

The goal of the 60-second commercial, created by RPA, is to "challenge the status quo of the 1950s, where the perception was that home ownership is the pinnacle of success," said Becky Carr, chief marketing officer, CoStar, which acquired Apartments.com. in 2014. "But that's not the case any more."

"We want people to recognize apartment living is a choice," she added.

Jeff Goldblum will reprise his role as Brad Bellflower, an eccentric Silicon Valley maverick. Mr. Goldblum appeared last year in Apartments.com's $100 million ad campaign tied to the relaunch of the site.

That campaign helped Apartments.com double its apartment revenue to $200 million in 2015, double its site visits and grow its unaided awareness to 36% from 16% during the year, Ms. Carr said.

The company is now turning to TV's biggest stage to follow up on that campaign.

Lil' Wayne took to social media on Wednesday to debut a teaser, titled "Movin' On Up." In the teaser, George Washington rings the rapper's door bell and says "It's George." Lil' Wayne responds, "you got the buns?" before buzzing George Washington into the building.

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Aside from the national spot, Apartments.com will also air eight local commercials in the big game.

Apartments.com is the latest Super Bowl newcomer, with SunTrust, Pokemon, Buick, LG, PayPal, SoFi and Marmot also making their Super Bowl debuts.

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