RPA Offers ‘Rentless Future’ for Apartments.com

By Erik Oster 

RPA brings back Brad Bellflower, the “Silicon Valley maverick” character played by Jeff Goldblum which the agency debuted back in March, in its latest push for Apartments.com promoting a “free rent for life” sweepstakes.

In “Rentless Future” we meet a winning contestant, in the future. Thanks to medical advances, he explains, the human lifespan has been doubled and he’s now over 200-years-old and still enjoying free rent, all thanks to the review he left on Apartment.com 200 years ago. After he’s explained the contest, Brad Bellflower appears onscreen to reiterate what he has just said, followed by the “Change your apartment, change the world tagline.” Bellflower’s appearance in the ad feels really forced, almost as if RPA realized during production that they hadn’t written in the campaign spokesman and quickly threw him in the scene. Then there’s the logical problem of Bellflower appearing in an ad that takes place in the future, but that’s probably reading too much into it. At any rate, the sweepstakes, which will also award 12 contestants free rent for a year, should prove an enticing one to viewers, even if the ad promoting it stumbles. A second, more straightforward 15-second ad features Bellflower briefly explaining the giveaway and directing viewers to Apartments.com.

Both spots will broadcast during network and cable primetime, as well as on Hulu and NBC’s full-episode player. Supporting elements include a homepage takeover on Wired.com and roadblock on CNN.com, as well as social media promotions soliciting entries to the sweepstakes on Facebook and Twitter.



Titles: “Rentless Future” :30 and “Contest” :30
First air: July 21, 2015

Client: CoStar Group

Agency: RPA
EVP/Chief Creative Officer: Joe Baratelli
SVP/GCD: Pat Mendelson
CD/AD: Hobart Birmingham
CD/CW: Perrin Anderson
ACD/AD: Kirk Williams for “Contest”
ACD/CW: Eric Haugen for “Contest”
AD: Joshua McCrary for “Rentless Future”
CW: Earl Lee for “Rentless Future”
SVP/Chief Production Officer: Gary Paticoff
VP/Executive Producer: Selena Pizarro
Producer: Joshua Herbstman for “Contest”
Agency Assistant Producer: Grace Wang

Production: Anonymous Content
Director: Tim Godsall
Executive Producers: Eric Stern & Rick Jarjoura
Executive Producer/Production: SueEllen Clair
Director of Photography: Bryan Newman
Production Designer: Jason Edmonds
Line Producer: Richard Berman for “Rentless Future”
Line Producer: Brady Vant Hull for “Contest”

Editorial: Cut+Run
Managing Director: Michelle Eskin
Executive Producer: Carr Schilling
Head of Production: Amburr Farls
Editor: Lucas Eskin for “Rentless Future”
Editor: Steve Gandolfi for “Contest”
Assistant Editor: Sean Fazende for “Contest”

Finishing: Jogger Studios
Executive Producer: Rich Rama
Creative Director: David Parker

VFX: Framestore
Sr. Executive Producer: James Razzall
Producer: Andrew McLintock
Design Director: Ben West for “Rentless Future”
Design Director: Sharon Lock for “Contest”
CG Artist: John Cook for “Rentless Future”
CG Artist: Mike Bain for “Contest”
2D Supervisor / 2D Lead – Michael Ralla

Audio Post Company: Lime Studios
Executive Producer: Susie Boyajan for “Rentless Future”
Exeuctive Producer: Jessica Locke for “Contest”
Sound Engineer: Rohan Young for “Rentless Future”
Sound Engineer: Dave Wagg for “Contest”

Transfer:  Company 3
Executive Producer: Rhubie Jovanov
Producer: Alexis Guajardo for “Contest”
Senior Colorists: Stefan Sonnenfeld and Beau Leon for “Rentless Future”
Senior Colorist: Sean Coleman for “Contest”

Music Company: Barking Owl
Head of Production: Whitney Fromholtz
Creative Director: Kelly Bayett

Talent: Jeff Goldblum