Urbane at Seymour and Nelson

999 Seymour

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.

7 Responses to “Urbane at Seymour and Nelson”

  1. dingus Says:

    …and the copy isn’t complete nonsense either. It actually describes attributes of the building which might make you want to purchase a unit, rather than free associating lifestyle buzzwords.

    And as you say, no pictures of helmetless 20 somethings on Vespas, no Euro-cobbled streets, no bowls of Granny Smiths, no vivacious guffawing babes in minidresses clutching goblets of Shiraz. What happened?

    The only thing against with this one is that it is a condo ad. No getting around that, I suppose.

  2. jesse Says:

    “As the correction draws nearer, my days of blogging may be numbered.”

    You’ll find something else that I’m sure will pay just as well. Don’t worry.

  3. dingus Says:

    Critiquing foreclosure notices, perhaps.

  4. Paul Says:

    Try this: the idea of indoor/outdoor living at Seymour and Nelson. Am I the only one who thinks that’s totally mad?

  5. doug r Says:

    So you’re in between the welfare office at Richards and Nelson, Richard’s on Richards, The Penthouse on Seymour and the craphole CFOX moved out of? That’s why there’s no pictures above the sidewalk.

  6. Larry Yatkowsky Says:

    HyPE

    The end is only what you make it. If you are prepard to succumb to the drivel you can always find material in the RE Weekly and give some Realtors a “smack upside the head” on their ad copy. Please be kind when it’s my turn. .>)

  7. Kopyriter Says:

    Holy. Crap. Dude.

    This truly proves to me that you are clearly some wanky creative writing pundit (or wannabe journalist) with zero agency experience in the fields of copywriting, design or advertising in reality.

    First of all; the ad sells the benefit of a corner that will be developed into… What? Why is this better than any other corner? Who the f— should it appeal to? What the f— should it mean for me? The ad has no focus.

    Second. ALL CAPS IS NOT CRUISE CONTROL FOR COOL. IT IS HARD TO READ AND COMES ACROSS AS YELLING. Douchebag.

    Third. This spot is rife with five dollar words. Contiguous? Urbane? What the f— is this, baby’s first thesaurus?

    Finally. Double adjectives. Deep wide. Kinetic interactive. Thoughtful modern. This is not copywriting, this is desperation to explain something from an inept writer that just doesn’t get advertising. In fact, I know him – he’s a bulbous hack.

    So, I implore you to educate yourself if you choose to be a critic. BCIT offers many night courses. I also can’t stand real estate marketing. The difference is; I’m qualified to.

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