Apartments.com Movin On Up
Apartments.com, the American apartment listings website, used the 2016 Super Bowl to launch “Movin’ On Up”, an advertising campaign featuring Jeff Goldblum returning as Brad Bellflower, hip hop artist Lil Wayne, George Washington, and a gospel choir singing The Jeffersons theme song “Movin’ On Up”. Brad commandeers a piano about to be moved into an apartment and launches into a rendition of The Jeffersons iconic and timeless theme song, “Movin’ On Up,” as he’s craned upward to a deluxe apartment in the sky. Upon reaching the top floor penthouse, Brad meets its inhabitants – a reimagined George (George Washington) and Weezy (Lil Wayne).
“‘Movin’ On Up’ is a celebration of apartment living,” said CoStar Group Founder and CEO Andrew Florance. “There are over 42 million renters today and growing across every age cohort. As the nation’s No. 1 apartment listings website, we have the largest inventory of apartments for rent to meet renter’s unique needs. We are extremely proud to be debuting the apartment industry’s first ever ad during the Super Bowl.”
“The goal was to create a wildly unexpected Super Bowl spot to stand out boldly during the Super Bowl while fitting into the larger story we created for Apartments.com and Brad Bellflower. Leveraging Lil Wayne with The Jeffersons and with the tune that everyone knows, Movin’ On Up, made for a fantastic platform for Apartments.com to shine bright during the biggest sporting event of the year in the U.S.,” said Joe Baratelli, CCO at RPA. “By design, ‘Movin On Up’ prompts the viewer to want to watch it again and again to ‘get’ the story. That’s a big win for Apartments.com.”
The strategy of the campaign is to position Apartments.com as the ultimate resource for apartment searchers, with more listings than any other apartments site, which can help you find a new, better place to live with the possibility and freedom that comes with renting. As Brad moves on up the building, he takes a peek into the lives of its residents – college students, newlyweds, a family of four, a shoe-collecting socialite – each moving into a new life stage in a new apartment. Just as on Apartments.com, consumers can find the perfect place, in the ideal neighborhood, for whatever stage of life they’re moving into.
Apartments.com teased the campaign with sitcom-esque videos of George and Weezy up to various antics as they get ready for Weezy’s Super Bowl party.
Digital influencers Kurt Schneider, Noah Guthrie and VanJess provided their cover version of the Moving On Up theme song.
Apartments.com partnered with Buzzfeed to create a special listicle “13 Small But Sure Signs That You Are Movin’ On Up In The World” highlighting small life victories, introducing the idea of what it means to be #MovinOnUp as well as priming the well for more submissions and participation.
During the Super Bowl game a five person #Choircast chorus provided musical commentary on #MovinOnUp progress.
— Apartments.com (@apartmentscom) February 8, 2016
The Moving on Up campaign was developed at RPA, Los Angeles, by chief creative officer Joe Baratelli, group creative director Pat Mendelson, creative director/art director Hobart Birmingham, creative director/copywriter Perrin Anderson, creative director (social media) J Barbush, senior art director Erin Costello, copywriter Andrew Hajjar, senior art director Jaime Villalva (for social), junior copywriter/social media (for social) Juliette Fennell, chief production officer Gary Paticoff, executive producer Selena Pizarro, agency assistant producer Grace Wang, director of business affairs Maria Del Homme, management account director Tom Kirk, account director Jim Sieminski, senior account executives Priscilla Estes and Tyler Brockington, assistant account executive Madeline Logan, senior project manager Dawn Burdue.
Telecine was produced at A52 by colourist Paul Yacono, color assistant Chris Riley, executive producer Patrick Nugent, head of production Kim Christensen, post producer Jamie McBriety, and senior televise producer Jenny Bright. VFX and finishing were produced at A52 by executive producer Patrick Nugent, head of production Kim Christensen, producer Jamie Mcbriety, and VFX supervisor Jesse Monsour.
Sound was mixed at Lime Studios by sound engineer Rohan Young, executive producer Susie Boyajan.
Music was produced at Mutato Muzika by executive producer Natalie Montgomery, composer Mark Mothersbaugh, associate composer John Enroth, arranger Gabe Sokoloff, creative director Scott Glenn, engineers Lance Pollock and Austin Shupe, executive producer Debbi Landon and executive creative director Jeff Koz.
The Jeffersons theme song, “Movin’ on Up” was co-written by Ja’net Dubois and Jeff Barry.
Tagged: A52, Andreas Nilsson, Biscuit Filmworks, Cut + Run, Erin Costello, Hobart Birmingham, Hoyte Van Hoytema, J Barbush, Joe Baratelli, Juliette Fennell, Lime Studios, Mutato Muzika, Pat Mendelson, Perrin Anderson, RPA, Steve Gandolfi