taking back the american dream‬‏

This is a great ad‬‏. Not just because it pays homage to the historic Apple 1984 commercial. But because the real estate industry is in a similar position as the computer industry was in back in the mid-1980's.

Timing is everything, and the real estate is now ripe for change. People have been told that home ownership is the American dream, the way to success, the thing you need to strive for. And Rent.com is here to show another way. To throw a giant brick at the glass house of American real estate.

They've nicely tied it to a promotional site that lets users pursue other American dreams, and supported the idea with loads of reputable articles and content that supports the same.

This is how you use marketing to grow your market, and begin the process of changing perceptions. Nicely done.