This ad for Stella at 12th and Kingsway follows Argyle’s lead with the use of what I call “The Uncomfortable Model” motif. In this example, we have a man allegedly named Jason and living in “TH 6” in the Stella development. Though Jason doesn’t seem as uneasy as the Argyle couple — he seems happy with his coffee — there’s something off about his pose. It’s as if he’s sitting on a sharp piece of stale biscotti but being successful at negotiating the pain.
Jason shares two quotes in the ad, the most amusing being his kindergarten-level insight that Stella is a good investment because “a comparable place ten minutes away would cost far more.”
Uh, yeah. Thanks for that, Jason. Glad you could share with me what I missed on the last episode of Sesame Street. Who would’ve thought in real estate, location impacts price!
Jason, if I can give you a lesson: Take a look at the website of the Maverick Real Estate Corporation. That’s the marketing firm that created the Stella ad you’re in. Their website talks a lot about their knack for selling condos. You might take an interest in this:
Stella Vancouver: A unique combination of a 99 suite tower over top of Honda automotive dealership — the first of its kind in Canada. Dramatically higher prices achieved than other comparable buildings.
Ten seconds of research and you find that the marketer is laughing in your face, boasting about the “dramatically higher prices” they’ve secured from buyers just like you.
I’m sorry, Jason. Your investment in Stella wasn’t so smart.