Jul
21
Mar
03
RPA Debuts Apartments.com ‘Launch’ with Jeff Goldblum
Posted in: UncategorizedRPA launched a new (reportedly $100 million) campaign for Apartments.com Sunday with the “Launch” spot (60-second online version featured above) starring Jeff Goldblum as “Silicon Valley maverick” Brad Bellflower.
Goldblum’s character lampoons Silicon Valley tech stereotypes, as he throws out buzzwords like “connected,” “synergisitic,” and “thought-leading.” He also finds time to describe how Apartments.com (or, as he calls it, the “apartminternet”) can help you find the right apartment. Goldblum’s involvement will no doubt gain the brand some attention, and he brings as much as he can to the role, though the dry humor fails to convincingly land any satisfactory punchlines.
The ad debuted during The Walking Dead and launches an “expansive, year-long national, regional, local and hyper-local media buy…designed to reach 95 percent of target audience 18 to 49 years old.” More ads will roll out over the course of the campaign, with placements during “high-profile premieres and season finales,” including The Bachelor, Dancing with the Stars, Empire, Survivor, and MLB and NBA games (including the NBA playoffs). The campaign will also be supported by widespread OOH, digital and social components.
“Apartments.com is determined to communicate with every renter in the country,” said Joe Baratelli, CCO at RPA, in a statement. “Jeff Goldblum perfectly portrays Brad, an over-exaggerated tech powerhouse, to capture attention for Apartments.com—the best apartment site on the market—while establishing the website as a trusted resource that will ensure people find the place they’ll love.”
Credits:
Agency: RPA
EVP/Chief Creative Officer: Joe Baratelli
SVP/GCD: Pat Mendelson
CD/AD: Hobart Birmingham
CD/CW: Perrin Anderson
ACD/AD: Kirk Williams
ACD/CW: Eric Haugen
SVP/Chief Production Officer: Gary Paticoff
VP/Executive Producer: Selena Pizarro
Producer: Joshua Herbstman
Agency Assistant Producer: Grace Wang
Production: Anonymous Content
Director: Tim Godsall
Director of Photography: Bryan Newman
Executive Producers: Eric Stern & Rick Jarjoura
Executive Producer/Production: SueEllen Clair
Line Producer: Brady Vant Hull
Production Supervisor: Timothy Kreis
Editorial: Cut+Run
Managing Director: Michelle Eskin
Executive Producer: Carr Schilling
Head of Production: Amburr Farls
Editor: Steve Gandolfi
Assistant Editor: Sean Fazende
Finishing: Jogger Studios
Creative Director: David Parker
VFX: Framestore
Sr. Executive Producer: James Razzall
Producer: Andrew McLintock
Design Director: Sharon Lock
CG Artist: Mike Bain
2D Supervisor / 2D lead – Michael Ralla
Audio Post Company: Lime Studios
Executive Producer: Jessica Locke
Sound Engineer: Dave Wagg
Transfer: Company 3
Executive Producer: Rhubie Jovanov
Producer: Alexis Guajardo
Colorist: Sean Coleman
Music Company: Barking Owl
Head of Production: Whitney Fromholtz
Creative Director: Kelly Bayett
Talent: Jeff Goldblum
Mar
03
Jeff Goldblum Is a Loony Futurist in RPA's New Ads for Apartments.com
Posted in: Uncategorized
Jeff Goldblum, who’s enjoying something of a renaissance as a pitchman, has scored another gig in a peculiar role as a futurist for Apartments.com—helping to introduce the company’s advanced, perhaps even futuristic new apartment-listings website.
In the campaign from RPA, Goldblum plays Brad Bellflower, an eccentric Silicon Valley maverick who’s pretty damn impressed by everything on the new Apartments.com, which includes “custom search filters, videos, and most of all, heart.”
The launch spot, which broke Sunday on The Walking Dead, shows Bellflower in a black void, surrounded by flashing white shapes, as he mutters futuristically about “game changers,” of which the new Apartments.com is clearly one.
It’s both parody and not-parody, which at first makes it hard to understand what to believe, though by the end of the :60 it’s clear Bellflower loves Apartments.com, and you should too, though maybe not quite as cosmically.
“Change your apartment. Change the world” is the tagline.
“Like any good Silicon Valley maverick, Brad’s vision for his apartment-listing website is nothing less than to change the world. But hyperbole and parody aside, finding a great place to live or moving to a new area really does change your world,” says Andrew C. Florance, founder and CEO of CoStar Group,parent company of Apartments.com.
Check out some out-of-home work from campaign below, plus credits. The company plans to spend $100 million on advertising, media, b-to-b marketing and search in the campaign.
CREDITS
Client: CoStar Group
Spot: “Launch”
First air: 3/1/15
Agency: RPA
Executive Vice President, Chief Creative Officer: Joe Baratelli
Senior Vice President, Group Creative Director: Pat Mendelson
Creative Director, Art Director: Hobart Birmingham
Creative Director, Copywriter: Perrin Anderson
Associate Creative Director, Art Director: Kirk Williams
Associate Creative Director, Copywriter: Eric Haugen
Senior Vice President, Chief Production Officer: Gary Paticoff
Vice President, Executive Producer: Selena Pizarro
Producer: Joshua Herbstman
Agency Assistant Producer: Grace Wang
Production: Anonymous Content
Director: Tim Godsall
Director of Photography: Bryan Newman
Executive Producers: Eric Stern, Rick Jarjoura
Executive Producer, Production: SueEllen Clair
Line Producer: Brady Vant Hull
Production Supervisor: Timothy Kreis
Editorial: Cut+Run
Managing Director: Michelle Eskin
Executive Producer: Carr Schilling
Head of Production: Amburr Farls
Editor: Steve Gandolfi
Assistant Editor: Sean Fazende
Finishing: Jogger Studios
Creative Director: David Parker
Visual Effects: Framestore
Senior Executive Producer: James Razzall
Producer: Andrew McLintock
Design Director: Sharon Lock
Computer Graphics Artist: Mike Bain
2-D Supervisor, 2-D Lead: Michael Ralla
Audio Post Company: Lime Studios
Executive Producer: Jessica Locke
Sound Engineer: Dave Wagg
Transfer: Company 3
Executive Producer: Rhubie Jovanov
Producer: Alexis Guajardo
Colorist: Sean Coleman
Music Company: Barking Owl
Head of Production: Whitney Fromholtz
Creative Director: Kelly Bayett
Talent: Jeff Goldblum
—Out-of-Home Credits
Agency: RPA
Executive Vice President, Chief Creative Officer: Joe Baratelli
Senior Vice President, Group Creative Director: Pat Mendelson
Creative Director, Art: Hobart Birmingham
Creative Director, Copy: Perrin Anderson
Associate Creative Director, Art: Kirk Williams
Associate Creative Director, Copy: Eric Haugen
Senior Copywriter: David Sullivan (for Living Near Burritos, Duck and Finding an Apartment Faster only)
Senior Art Director: Rob Anton (for Living Near Burritos, Duck and Finding an Apartment Faster only)
Photographer: Michael Muller
Digital Artist: Art Machine
—Digital Credits
Agency: RPA
Executive Vice President, Chief Creative Officer: Joe Baratelli
Senior Vice President, Group Creative Director: Pat Mendelson
Creative Director, Art: Hobart Birmingham
Creative Director, Copy: Perrin Anderson
Associate Creative Director, Art: Kirk Williams
Associate Creative Director, Copy: Eric Haugen
Junior Art Director: Josh McCrary
Junior Copywriter: Earl Lee
Photographer: Michael Muller
Digital Artist: Art Machine
Nov
07
Zeus Jones, Tim & Eric ‘Fun Harder’ for Totino’s
Posted in: UncategorizedAgency Zeus Jones worked with comedic duo Tim & Eric (Tim Heidecker and Eric Wareheim) to create a truly bizarre ad for Totino’s.
At the heart of the long ad is a really catchy jingle, which Tim & Eric sing along to and dance around. But add in some strange characters, such as Hard Rock Joe, the song’s supposed writer, some trippy, intentionally bad production and the duo’s typical brand of zaniness and you have “Pizza Freaks Unite” — which is to say one of the stranger ads for a pizza product you’ll ever see. Of course, the spot’s WTF factor is what makes it so memorable (along with the catchy song) and should lead to it being shared across social channels. Of course, Tim & Eric are no strangers to advertising, having most recently made waves with this ad for GE Lighting starring Jeff Goldblum. While “Pizza Freaks Unite” doesn’t quite live up to that recent success, it’s still worth a view if you have a couple minutes. It may be the strangest thing you watch all day. Unless, of course, you watch this.
New Career Opportunities Daily: The best jobs in media.
Sep
30
BBDO NY Teams Up with Tim & Eric, Jeff Goldblum for GE Lighting
Posted in: UncategorizedBBDO New York has received a fair deal of attention for its recent work for GE, including an Emmy nomination for wistfully surreal “Childlike Imagination.” More recent spots like “Ideas are Scary” and “The Boy Who Beeps” followed in a similar tone, celebrating ideas and innovation in imaginative ways. So the agency’s fake infomercial for GE Lighting, directed by Tim Heidecker and Eric Wareheim (better known as Tim & Eric) and starring Jeff Goldblum, comes right out of left field.
The over two minute-long mock infomercial (mockfomercial?), entitled “Enhance Your Lighting” sees Goldblum playing “Terry Quatro, Famous Person” as he hocks the GE Link light bulb, which offers “successful guy lighting at normal guy prices.” It’s also so easy to install, you can do it while painting a portrait of yourself. It should come as no surprise that the spot is all over the place with random humor, but Goldlum plays the part perfectly and when it’s on it can be pretty funny. And while it may seem like an odd approach for the brand, especially coming off BBDO’s recent spots, it should garner some attention for the new product as the YouTube views (currently at around 115,000) inevitably pile up. (more…)
New Career Opportunities Daily: The best jobs in media.
Apr
29
Grey NY AD Launches #AdDesk Instagram Aggregator
Posted in: Uncategorized
It’s safe to say that this isn’t the usual type of industry-related Tumblr we’ve covered in recent years, but how can you say no to what looks like a bizarre Jeff Goldblum calendar? This Instagram shot is one of many that are housed within the growing Tumblr site, #AdDesk, a little side project that was recently launched by Ronney Chong, an art director who’s spent the last 18 months at Grey New York.
It appears that the Toronto native’s curiosity got the best of him as of late as #AdDesk, as you can probably deduce, aggregates Instagrams of all the tchotchkes, trinkets and odds and sods items one might find on advertising work desks (you can of course contribute your own shots). While Goldblum’s shot boggles the mind, we’re more interested in how someone obtained those giant Golden Girls heads. How do we get those?
New Career Opportunities Daily: The best jobs in media.
Oct
17
PayPal lança campanha com Jeff Goldblum e mira no público mais velho
Posted in: Uncategorized
Em sua primeira campanha para o mercado norte-americano, o PayPal resolveu investir em uma mensagem clara e direta: pague como e onde você quiser, de maneira simples e segura. O resultado está em quatro spots protagonizados por Jeff Goldblum, onde ele usa o humor, gestos e mímica para mostrar porque o PayPal é tão bom – e agora, aceito também em lojas.
Explicando como o serviço funciona, e como não é preciso ficar contando sua vida em sites ou ainda lembrar constantemente do número de seu cartão de crédito, os spots têm como alvo um público mais velho, que não bota muita fé nestas modernices.
A agência é a Publicis & Hal Riney.
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Post originalmente publicado no Brainstorm #9
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