"If you change your apartment you can change the world" says the billionaire Brad Bellflower as played by Jeff Goldblum. Jeff plays the theme song on a grand piano being lifted up the side of a de-luxe apartment building, as a church choir help people move in. On the penthouse terrace he runs into George Washington and Lil Wayne who have terrible dentures in common, and a love for grilling beans and apple pie. No, I don't understand a thing about this ad. I love apartment buildings, but I have never once seen an apartment with that kind of space for shoes. Is it just me or does this ad make no sense whatsoever?

ad agency: RPA Director : Andreas Nilsson Production company : Biscuit Filmworks
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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