Jeff Goldblum sings his way to the top (of a high-rise) for Apartments.coms 2016 Super Bowl comme
The product: Apartments.com
The premise: Jeff Goldblum plays Apartments.com spokesperson “Silicon Valley Maverick Brad Bellflower,” wearing a black turtleneck in a nod to Steve Jobs. He sits down at a piano and begins to play “Movin’ On Up,” the theme song from “The Jeffersons.” As a gospel choir begins to move boxes into a sleek high-rise, a crane lifts the piano and takes Goldblum — ahem, Bellflower — up the side of the building, where he spies on his neighbors. One family wears matching outfits, another woman has a lot of shoes. He sings to a seagull. And when he gets to the top …
The punchline: … he encounters George Washington and Weezy (Lil Wayne) tossing a football and barbecuing some burgers. “And grilling some beans, my good man,” says Washington. “Beans don’t burn on the grill!” sings the jubilant choir. They play football on a roof deck, and Goldblum says the tagline: “Change your apartment, change the world.”
The verdict: So, this is one of those commercials that has all of the ingredients for success: a nostalgic song, two celebrity cameos, some absurdist humor and strange juxtapositions of characters. But when it all comes together, it’s something that should be funny, but falls flat. There isn’t really a plot, and the absurdity doesn’t go quite far enough. It’s just Weezy, George Washington, Jeff Goldblum and a pigeon, and I guess the agency that brought them together thought that would be enough.
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