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Continuing last year's campaign with Jeff Goldblum playing tech futurist Brad Bellflower, Apartments.com and agency RPA are going to the Super Bowl to introduce America to the housing market site.
Apartments.com's CMO Becky Carr said the brand backed its decision to run its first Super Bowl with data showing that more Americans than ever are renting rather than owning. Per Apartments.com, nearly one-third of Americans rent their homes, be they apartments or houses, and the average person moves every 18 months.
"What we wanted to do for the Super Bowl was a little bit different—it really is about celebrating apartment lifestyles," she said. "I think the commercial talks about the joys and excitement of moving on up into a new apartment."
In addition to Goldblum, rapper Lil Wayne will also star in Apartments.com's ad dubbed "MovinOnUp." In a teaser for the spot that will go live later this morning, Wayne sits in his apartment while buzzing in George Washington.
The brand's 60-second ad will run during the second commercial break of the game, with an additional regional ad buy during the third quarter.
On Twitter, Promoted Tweets and influencers including YouTube creator Kurt Schneider will amplify the "moving on up" theme. And a partnership with BuzzFeed entails an apartment-related listicle.
Apartments.com's CMO Becky Carr said the brand backed its decision to run its first Super Bowl with data showing that more Americans than ever are renting rather than owning. Per Apartments.com, nearly one-third of Americans rent their homes, be they apartments or houses, and the average person moves every 18 months.
"What we wanted to do for the Super Bowl was a little bit different—it really is about celebrating apartment lifestyles," she said. "I think the commercial talks about the joys and excitement of moving on up into a new apartment."
In addition to Goldblum, rapper Lil Wayne will also star in Apartments.com's ad dubbed "MovinOnUp." In a teaser for the spot that will go live later this morning, Wayne sits in his apartment while buzzing in George Washington.
The brand's 60-second ad will run during the second commercial break of the game, with an additional regional ad buy during the third quarter.
On Twitter, Promoted Tweets and influencers including YouTube creator Kurt Schneider will amplify the "moving on up" theme. And a partnership with BuzzFeed entails an apartment-related listicle.
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