Industry NewsMarketing

The Bob Odenkirk magic behind the new ads

The 'Breaking Bad' and 'Better Call Saul' star came to the director's chair ready to pump the ads full of humor. Viewers will see that 'his fingerprints are all over it.'
  • will release 10 ads total throughout 2016 syndicated across cable, sports, primetime and social media platforms.
  • All the spots were directed by the talented Bob Odenkirk, also know as Saul Goodman or the lovable but flawed Jimmy McGill.
  • This year's campaign targets small property owners who might be looking to reach more renters in addition to consumers.

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In one of three short ads launched last week by, a woman donning bright-red lipstick and oversized eyeglasses interrupts Silicon Valley maverick Brad Bellflower (played by Jeff Goldblum) as he begins to deliver the company's tagline, "Change your apartment..." "Yeah, yeah," she says. "Change the world." Spot title: "Earth" The interaction, though brief, carries the same weird and futuristic design that has made the company's past marketing efforts so memorable, but this time there's a self-assured twist. Wrapped into Bellflower's response -- "I guess our slogan is catching on" -- is the story of CoStar's overhaul. From 2014 -- when the D.C.-based real estate company and marketing provider acquired the site -- to now, has doubled its brand awareness and now attracts the highest number of unique visitors and page views among its competitors, according to comScore. "We established ourselves as the most trafficked apartm...