Million ad campaign includes “We put the .com in apartments” — Apartments.com’s $100

Ad campaign promotes apartments…and .com.

Apartments.com recently launched a $100 million advertising campaign, and Verisign couldn’t be happier: One of the ad lines used in the campaign is “We put the .com in apartments”.

The overall campaign is called “Change your apartment. Change the world.” and features actor Jeff Goldblum (Will & Grace, Jurassic Park) as a Silicon Valley futurist. The year-long ad campaign aims to reach 95% of 18-49-year-olds with more than 3 billion ad impressions. It includes TV ads, social media, and out-of-home placements.

Not only does every ad reinforce .com, but the “We put the .com in apartments” is the kind of promotion any top level domain operator would love someone else to pay for. Yes, the Goldblum character is making fun of Silicon Valley-esque terminology, but all press is good press.

Excellent campaign: "We put the .COM in Apartments" @Apartmentscom: http://t.co/dlptWEygBK @RPA_Advertising

— VERISIGN (@VERISIGN) May 12, 2015