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.
UPDATE: Two teasers are now live—take a look below.
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.
The Twitter push has actually begun already, with Apartments.com promoting the #MovinOnUp hashtag today.
"A year ago, the apartment marketplace for us was a $100 million, and it's doubled—ending 2015 with $200 million," Carr said. "What can you do to top what we did last year but reach a hundred million-plus audience through the iconic opportunity to be on the Super Bowl? This provides a platform for us to take it to the next level."
Here's a look back at some of Goldblum's earlier ads for the site:
For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.