Something that didn't exist in the Sixties.

Something new is around in this amazing world. A new kind of advertisement started creeping up in glossy magazines and billboards. It looks like fashion, but it sells homes. With so many new luxury condos coming up in New York City every developer needs a distinctive edge, and to do so a lot of money is invested in the campaign for the sales of new residences. Until a couple of years ago it was enough to point out the amenities and architectural details and push a generic sense of luxury living, but in this super competitive market more suggestive come-ons are needed. So every building has a pre-built flavor coming with it: when the location is suggestive enough that's most of the push, otherwise they attach WTF celebrities to the project (Jade Jagger) or washed out fashion designers (Peter Som), bad luxury brands (Armani Casa) or when nothing else's available, it's pure flight of fancy.
Enter The Veneto.
The campaign revolves around an evocation of some mythical Italian Dolce Vita. It's like "throw ten millions in here and let's pretend it's the Sixties! In Rome!" Why, you're asking? I dunno. Let's hope the fixtures are not the same of some Roman Palazzo... ah and there should be no central air, actually no air conditioning at all, electric boilers for hot water and intermittent water pressure.
Shut up! We're pretending!
Ah, the campaign: they obviously hired some italian looking models and then realized that they could get in trouble with those pics. They were: "Fuck! They're all white!" So let's photoshop in some black girl. She obviously looks out of of place because, well, she wasn't even at the photoshoot. No wonder she seems distant and alienated: she's photoshopped.
I wanna meet some of the moneyed tasteless Wall Streeters and their bitches who buy into this ludicrous concept. Or maybe I'm in the wrong.
After all, haven't you seen La Dolce Vita? No blacks... they also didn't exist in the glamourous italian Sixties.

0 Comments:
Post a Comment
<< Home