For once, I’d like a condo ad to appeal to something other than individuality. Can’t people buy shelter for its value as — wait for it — shelter?
Today’s ad is vintage fromage. It’s stinky bad. Get a whiff of this copy:
For you, everything is not black or white. You appreciate both refined classic elegance and innovative contemporary flair. You respect the past but revel in the possibilities of the future. That’s why Q1 is the perfect showcase for your sophisticated style. In South East False Creek’s newest community you’ll find comfort, convenience and an exciting, distinctive neighbourhood that mirrors your individuality.
Q1, more than an address — a bold statement of your signature style.
You could have a master’s degree in English and there’s no making sense of this. I bet the author doesn’t even know what it means. A neighbourhood that mirrors your individuality? Incredibly, someone thought the ad would be “lacking” if it didn’t have the prose.
If Adam Smith were alive today, he’d strangle himself with his own invisible hand.