Lil Wayne and Jeff Goldblum Star in Ambitious Trio of Super Bowl Ads for Homes.com

Created by agency RPA and directed by Hungry Man's Wayne McClammy, Homes.com made its mark at the Big Game, launching the brand with three Spots at Super Bowl LVIII. This is the largest advertising campaign in real-estate industry history.

The spots star actors Dan Levy and Heidi Gardner - in a 60-second ad, 'Launch', during the second quarter, a 30-second ad, 'Salon', during the third quarter, and another 30-second ad, 'Mascot', during the fourth quarter. The launch campaign is centred around the message 'We’ve done your home work' and shows the site going above and beyond to bring home-shoppers deeper and richer details, including first-hand information about schools and neighbourhoods.

Dan Levy plays Luke, who has inherited the company from his great uncle and has a fresh, likely unpopular perspective. Heidi Gardner, is his top executive, doing her best to implement Luke’s new vision.

In 'Launch', Luke declares a new era for Homes.com, pitching his outsized ambitions to an anxious and reluctant board with a special video, featuring a Homes.com helicopter he purchased and a cameo by Lil Wayne. To seal the deal, Luke arranges for a very elaborate toast - a 50-foot champagne bottle airlifted by his Homes.com helicopter. The board sits in stunned silence, until finally Jeff Goldblum (playing sister company Apartments.com’s spokesperson Brad Bellflower) breaks in declaring that he loves it.

'Salon' and 'Mascot' depict Luke and Marci going out to neighbourhoods and schools all over the country, doing whatever it takes to gather the in-depth information that home-shoppers want and need.

“It’s a great challenge to launch this new brand against such big competition. But Homes.com has made incredible efforts to gather the most in-depth information to make home shopping easier and better. Anyone who’s searched for a home knows what a time-consuming, uncertain experience it is, and ‘We’ve done your home work’ encapsulates what’s different about Homes.com in a way that will really resonate,” said Perrin Anderson, SVP/creative group director at RPA. “This campaign puts the brand and that premise out there in a really memorable way, on the perfect stage to reach the most people possible. And it sets up a great world and characters to build on in the future.”

The launch was kept largely secret until shortly before Super Bowl LVIII. Teasers appeared in select, marquee placements in the Pro Bowl and the Grammys on February 4th, featuring the characters Marci and Luke, as well as Lil Wayne, appearing via high-profile prime and late-night sports units, all major streaming video platforms (Hulu, Peacock, MAX, Netflix) and high impact digital and social placements, including pre-roll video on ESPN, a Reddit takeover and Meta Moment maker.

In the weeks and months following Super Bowl 58, Homes.com will sustain its launch in a significant way across TV, streaming video, digital, social and audio in almost all major outlets.