In 1988, there was this low-budget movie called The Invisible Kid about a teenage scientist who discovers invisibility and uses the power to spy on girls’ locker room. Being the eighties, the film was marketed as a comedy. Back in the day, the trivialization of sexual misconduct was fodder for big laughs. Ho hum.
Anyway, it’s a no-good movie but I like the idea of having invisibility powers. With invisibility powers, I could be a fly on the wall at all of the condo brand consultancies. Imagine being on the inside of the marketing deliberations for a project like 999 Seymour, a pre-sale condo destined for erection in downtown Vancouver.
The 999 Seymour campaign goes against the grain of most local condo promotion. Rather than sell the benefits of the neighbourhood to the condo, the ad pumps the benefits of the condo to the neighbourhood. The overhead shot of Seymour and Nelson as it exists today coupled with the tagline the corner is “about to change for good” speaks to the promise the condo hopes to bring. As the copy describes, it’s the promise of “urbane downtown living from the $390s.”
How did this brand come about? Why isn’t it awful? How come they forgot the photo of a coffee? Where are the sexy urban professionals? Or should I say sexy “urbane” professionals? Oh, I’m so very confused. This ad should be worse than it is, but it isn’t. Am I going soft in my criticism or is the softening market having a quality effect on the hype?
As the correction draws nearer, my days of blogging may be numbered.