's epic Super Bowl spot: Jeff Goldblum, Lil' Wayne, George Washington and the Jeffersons

Real estate site goes all out for its first spot in the big game

Last week, announced it would be advertising in Super Bowl 50 by releasing two surreal teasers online. Both featured Lil’ Wayne and an actor playing George Washington hanging out in the rapper’s apartment and obliquely referencing the theme song for the 1970s sitcom "The Jeffersons."

Today, the real estate site debuted the full 60-second spot. And while it’s a stretch to say the casting suddenly makes sense (who, exactly, is the targeted demographic here?), the commercial’s final gag does represent an "aha!" moment for anyone confused by the teasers.

The commercial, created by Los Angeles shop RPA (the brand’s AOR), is about more than funny casting, though. It is a glossy celebration of apartments as a lifestyle choice.

Jeff Goldbum reprises his role as oddball tech guru Brad Bellflower from’s $100 million relaunch campaign earlier this year.  This time, rather than declare "Change your apartment, change the world," Bellflower sings "Movin’ on up" on the piano as he is lifted via crane to the roof of an apartment building. Along the way, he peers into windows and sees a range of lifestyles, from college students doing laundry to newlyweds arriving home to urbanites having a dinner party.

"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 and Brad Bellflower," said Joe Baratelli, CCO at RPA, in a release. "By design, ‘Movin On Up’ prompts the viewer to want to watch it again and again to ‘get’ the story."

Both the teasers have already racked up more than 1 million views online, thanks in part to the efforts of Lil’ Wayne, who shared them on social media last week. is not just a national advertiser in this year’s Super Bowl, but a local one, with eight regional spots set to run during the game.

Campaign credits

Agency: RPA
EVP, Chief Creative Officer: Joe Baratelli
SVP, Group Creative Director: Pat Mendelson
Creative Director/AD: Hobart Birmingham
Creative Director/CW: Perrin Anderson
VP, Creative Director, Social Media: J Barbush (for Social)
Sr. Art Director: Erin Costello
Copywriter: Andrew Hajjar
Sr. Art Director: Jaime Villalva (for Social)
Jr. Copywriter/Social Media: Juliette Fennell (for Social)
SVP/Chief Production Officer: Gary Paticoff
VP/Executive Producer: Selena Pizarro
Agency Assistant Producer: Grace Wang
VP, Director of Business Affairs: Maria Del Homme
EVP, Management Account Director: Tom Kirk
VP, Account Director: Jim Sieminski
Sr. Account Executive: Priscilla Estes
Sr. Account Executive: Tyler Brockington
Assistant Account Executive: Madeline Logan
Sr. Project Manager: Dawn Burdue
Production Company: Biscuit Filmworks
Director: Andreas Nilsson
Managing Director: Shawn Lacy
Director of Photography: Hoyte Van Hoytema
Producer: Jay Veal
Production Designer: KK Barrett
Editorial Company: Cut+Run
Managing Director: Michelle Eskin
Executive Producer: Carr Schilling
Head of Production: Amburr Farls
Editor: Steve Gandolfi
Assistant Editor: Russell Anderson
Music: Mutato Muzika
Executive Producer: Natalie Montgomery
Composer: Mark Mothersbaugh
Associate Composer: John Enroth
Arranger: Gabe Sokoloff
Creative Director: Scott Glenn
Engineers: Lance Povlock & Austin Shupe
Executive Producer: Debbi Landon
Executive Creative Director: Jeff Koz
Telecine: A52
Executive Producer: Patrick Nugent
Head of Production: Kim Christensen
Post Producer: Jamie McBriety
Sr. Telecine Producer: Jenny Bright
Colorist: Paul Yacono
Color Assistant: Chris Riley
VFX & Finishing: A52
Executive Producer: Patrick Nugent
Head Of Production: Kim Christensen
Producer: Jamie Mcbriety
VFX Supervisor: Jesse Monsour
Finishing (For Teasers Only): Jogger
Executive Producer: Rich Rama
Head of Production: Amburr Farls
Creative Director: David Parker
Lead Flame Artist: Shauna Prescott
Flame Assistant: Jorge Tanaka
Audio/Final Mix: Lime Studios
Executive Producer: Susie Boyajan
Sound Engineer: Rohan Young
Casting: Ross Lacy Casting
Casting Director: Ross Lacy
Masters & Distribution: Tylie Jones & Associates
Contact: Lee Anne Frazier
Contact: Veronica Strong


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