A big spectacle worthy of the big game

IDEA:

Apartments.com wanted to pair their musically inclined spokesperson, Jeff Goldblum, with a Super Bowl commercial that was breakthrough and memorable. So, we set out to find the catchiest tune of all time – and lucky for us, it just happened to be about apartments. 

SYNOPSIS:

Jeff Goldblum on a Piano Attached to a Crane + The Jefferson's Theme Song + A Reimagined George and Weez(y) = Apartments.com Super Bowl Magic

Our 60-second spot featured Jeff Goldblum seated at a piano being pulled up alongside an apartment building full of renters at every stage of life, all while singing the theme song to the classic television show The Jeffersons, “Movin’ on Up.” Once he reaches the “deluxe apartment in the sky,” he’s greeted by a re-imagined George (Washington) and Weezy (Lil’ Wayne) hosting their own big game watch party.

We kicked off our 10-day+ Super Bowl program with a Twitter Promoted Trend, driving mass awareness of #MovinOnUp and with social media posts from Lil’ Wayne to his 75 million+ followers.

We then fed the fire with misleading sitcom-esque teasers featuring Lil’ Wayne and the first of his quirky costars, George Washington and had three YouTube-native musical influencers create their own interpretations of the famous “Movin’ on Up” song, in their own unique style.

Then during the game, we broadcast our own live, gospel-inspired, in-game commentary on Twitter called The Choir Cast.

Throughout the campaign, we utilized every mechanism YouTube offered coupled with traditional and new-media star power to engage with audiences and help Apartments.com Move On Up the Super Bowl Ad Meter.