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.
Today, the brand released this curious teaser, a throwback to Norman Lear's classic sitcom "The Jeffersons." In it, George Washington (or a man dressed as him) rings the doorbell of a high-rise apartment, which turns out to be owned by Lil' Wayne. The music star rings George in, after the founding father tells him, "I've got the buns." The line "Change the World" then appears.
The film is titled "The Arrival" with the hashtag #Movinonup, a line from the sitcom's famous intro song. It'll be interesting to see how Mr. Goldblum's Bellflower fits into this curious scenario.