Change Your Apartment. Change The World

Over the last year, one brand has truly leveraged their celebrity endorsement partnership, by not only using a celebrity, but by creating an on screen fictional character to be the voice of their brand.  And it's well done branded content for what might otherwise appear to be a seemingly boring brand to advertise.  Apartments.com and their fictional persona, Brad Bellflower, has enlightened viewers on the pathways to changing life - just by changing where they live.

With eight commercials crafted just in the last year alone, storylines have ranged from how moving can get you a better job, find more free time, and even change you.  In this blog, Hollywood Branded shares a look into how Apartments.com and their Brad Bellflower Jeff Goldblum character has managed to create unique and interesting branded content that sticks to consumers minds.  

Apartments.com TV Commercial: 'Unwelcome Mats'

Apartment finding mastermind Brad Bellflower (Jeff Goldblum) helps a fed up family with knocking on dissapointment's door of new home potentials, find a new home with family friendly listings.

The logline:  Feeling forever stuck on the threshold of rental bliss? Let Apartments.com open the doors to infinite home potential. Change your Apartment. Change the world. 

Apartments.com TV Commercial: 'Upwardly Immobile'

Apartment finding mastermind Brad Bellflower (Jeff Goldblum) helps Tim find a new apartment close to his new home, which will help him climb the corporate ladder.

The logline: Each year, the average worker spends 13,200.1 minutes commuting. Transition to a home with less time in transit at Apartments.com. 

Apartments.com TV Commercial: 'The Solution'

Apartment finding mastermind Brad Bellflower (Jeff Goldblum) helps a man who is truly puzzled by how difficult it is to find a new home... a new home!

The logline:  Apartments.com has all the pieces to the home hunting puzzle. Change your Apartment. Change the world.

Apartments.com TV Commercial: 'Apartment Alert'

Apartment finding mastermind Brad Bellflower (Jeff Goldblum) shows the latest outbreak of available apartments available.

The logline: This is a test of the Apartment Alert System. Repeat, this is only a test. Change your apartment, change the world!   

Apartments.com TV Commercial: 'Undecided'

Apartment finding mastermind Brad Bellflower (Jeff Goldblum) helps a woman going off to college who is truly confused about making decisions on what to major in at college... make a decision on an apartment. 

The logline: Apartments.com can find you the perfect place for whoever you want to be, whatever that may be. Change your apartment. Change the world. 

Apartments.com TV Commercial: 'Westside Rental Pets'

Apartment finding mastermind Brad Bellflower (Jeff Goldblum) helps a woman who has pets find an apartment, through their new acquisition of Westside Rental. Which, if you live in Los Angeles, know very familiarly as THE way to find available rentals throughout the LA area for the last two decades.  This was a big push for the company, as they needed to associate Apartments.com to the new buyout within consumer's minds.

The logline: The best pet-friendly apartments are on Westside Rental... Apartments.com! Westside Rentals is now part of Apartments.com. Explore the most rental choices in SoCal, for free! 

Apartments.com TV Commercial: 'A Westside Rentals Couple'

Apartment finding mastermind Brad Bellflower (Jeff Goldblum) helps a couple find out that Westside Rentals is now free on Apartments.com, leveraging the popularity of the former company's brand awareness. 

The logline: Find your dream home at Westside Renta…Apartments.com! Westside Rentals is now part of Apartments.com. Explore the most rental choices in SoCal, for free! 

Apartments.com TV Commercial: 'Westside Rentals Juicer'

Apartment finding mastermind Brad Bellflower (Jeff Goldblum) helps a fed up family find a new home with family friendly listings.

The logline: Westside Rentals is now free on Apartments.com! It's the greatest blend since kale and smoothie. Visit Apartments.com for the most rental choices in Southern California.

Branded Content That Engages

What Apartments.com and their creative agency have managed to do with these ads is create an entire universe with the perfectly cast quirky Jeff Goldblum.  It feels like a character he might play in a feature film, and thus the content actually becomes interesting to watch. Plus they even have included the actor and character in their other advertising platforms - like OOH billboard signs.

Photo Credit: Apartments.com 

Our team often writes about celebrity endorsement partnerships with brands, from what other marketers are doing, to marketing best practices for celebrity endorsement deals. 

Check out some of the blogs our team has written on the topic:

• Celebrity Ads Paired With Unexpected Brand Categories
• Athletes As Brand Celebrity Endorsers High Reward And Low Risk
• 8 Steps to Leverage Celebrity Talent To A Brand's Advantage
• Cause Related Marketing Campaigns Getting The Celebrity Treatment
• 12 Steps To Celebrity Event Sponsorships
• 8 Steps To Inviting A Celebrity To Your Event And Saving Some Money In The Process

Interested in seeing how sales have netted out for a variety of celebrity endorsement deals? Then check out our video that showcases real world brands and their reported sales from having hired celebrities by clicking the link below!