Teases RPA’s Strange Super Bowl Spot

By Erik Oster unveiled a teaser of its first Super Bowl spot from RPA, and it promises to be a strange one.

So far we know that the ad will be called “MovinOnUp” and feature Jeff Goldblum reprising his Brad Bellflower role for the brand, along with an appearance by Lil’ Wayne. The new 15-second teaser shows Lil’ Wayne buzzing in George Washington to his apartment, with Washington apparently bringing a bunch of buns. We have no idea what to make of this, other than that you can expect things to get pretty weird when the brand’s 60-second spot runs during the second commercial break of the game. The brand is already pushing the campaign on Twitter, promoting the #MovinOnUp hashtag  and providing additional clues as to what audiences can expect from the big game spot. 

“A year ago, the apartment marketplace for us was a $100 million, and it’s doubled—ending 2015 with $200 million,” chief marketing officer Becky Carr told Adweek. “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.”

“What we wanted to do for the Super Bowl was a little bit different—it really is about celebrating apartment lifestyles,” she added. “I think the commercial talks about the joys and excitement of moving on up into a new apartment.”