The condo ads have been bland lately. While there’s no shortage of bad ads, there is less and less of the “so-bad-it’s-good” variety.
The ad for Edgemont at Westwood Village is an exception. A modern classic of condo hype, it is written to appeal to the broadest possible audience by cheerfully embracing dualities without the slightest bit of shame. It’s yoga meets urban meets nature meets golf. (Surprisingly, no mention of a latte or related beverage.)
You don’t need to think about this ad for more than a second to come to the conclusion that it makes absolutely no sense. Nobody’s doing yoga in a forest across the street from the new H&M. But advertising isn’t about thinking or logic or meaning, it’s about doing. In this case, it’s about running out and spending 400 large on a condo in Coquitlam. By the mall, yet, by nature. And golf.
Another way of putting it:
1.) At breakfast, shop Lululemon;
2.) At lunch, hunt and skin a deer;
3.) At dinner, bring out the putter for par.
Advertising is about the arbitrary linking of ideas. For lifestyle marketing especially, the theory tells you the unity of the random is the way to go. Why be one thing to one audience when you can be all things to all people? Make no sense and anything is possible.
Yoga, urban, nature, golf?