RPA Debuts Apartments.com ‘Launch’ with Jeff Goldblum

By Erik Oster 

RPA 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 BachelorDancing with the StarsEmpireSurvivor, 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.”


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