Nothing screams cheap like an ad campaign that relies on weak parody to grab attention. Aside from the potentially disturbing stereotypes likely to flare up when one considers what Surrey’s next top model might actually look like, it doesn’t help when the comparison is made to a rowhome. Allow me to introduce KEW, where I’m told “old world architecture surrounds spacious modern interiors.”
As a general rule, it’s best to avoid mentioning Surrey in any aspect of your brand. Even the city’s community newspaper found a way around it. It’s no accident that it’s simply called The Now. But I guess this is a lesson lost on the developer of KEW who proudly shouts the name of the car theft capital of North America at the top of its latest ad.