Jeff Goldblum -- last seen in a hilarious GE ad about lighting -- is back playing another fake pitchman, this time for apartment rental website Apartments.com in a new $100 million campaign out of RPA.
This time he's Brad Bellflower, a "Silicon Valley maverick" in a black polo neck who's eager to tell us how Apartments.com is a "game changer" that will transform our lives. Goldblum nails the tech guru cliches perfectly as he waxes lyrical about the "apartminternet." The tagline is "Change your apartment. Change the world."
TV broke over the weekend and the campaign will also include out-of-home on posters, wrapped trains, transit shelters and street kiosks, all featuring the same character with lines such as "We put the .com in apartments."