Rent.com Lobs a Brick at the American Dream in ‘1984’ Redux

The world didn’t really need another homage to Apple’s famous “1984” spot. But this bit from Rent.com, created by branded content shop Conscious Minds, uses some striking imagery to push a fairly subversive message: That the American Dream, traditionally conceived as home ownership, isn’t all that great. Rent.com is disdainful enough of the idea that every good citizen should hold the deed to an abode that it’s hurling a brick at the notion. This time around, the part of Big Brother is played by American politicians. The script being read through the loudspeakers draws on excerpts of speeches delivered by U.S. presidents in the '30s, '40s and '50s, according to the video’s creators. Given the overeager buying, selling and financing of houses that fueled the current recession, it probably shouldn’t come as a surprise to see a brand in the rental real estate space trying to capitalize.