alternative ad campaign feeding a new downtown identity?
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When someone mentions Downtown in the larger context of Los Angeles, what comes to mind?
Sure, Hollywood has the glamor; Beverly Hills offers upscale shopping; Santa Monica, the beach — many area residents would argue our identity as a neighborhood is still taking shape.
But the creative marketing strategists behind City West’s new Bixel at Fifth project think they’ve already got it figured out, and their most recent attempt to sell Downtown is anything but bashful.
A new “Go Downtown” ad campaign now running in Frontiers Magazine — a gay-oriented publication with high readership in West Hollywood — is trying to catch readers’ eyes with a provocative shirtless male, tempting potential renters to “experience” the property and check out their “models.”
Jesse Wagner, resident business manager for the apartment complex, says if the campaign is effective, the owners would consider running the ad in more mainstream publications.
A bold move? Absolutely.
Tasteful? Not to everyone.
Smart? You decide.
See the ad here.
-photo touring downtown’s newest residences
-bixel at fifth debuts, strange marketing ensues
12 comments
hey sex sells and all men are visual and especially gay men.
There is still the thinking that gay men have more disposable income since most don’t have children or are not married.
As a gay man and a libra I do like my surroundings to be visually appealing.
Tastes like beauty are subjective.
I would not live in City West or even the Bixel at Fifth
I do applaud them for trying to focus and target on a niche market.
You got to do this especially right now how the economic situation is.
I’m more of Historic Core or even a Pegasus building type:), though im 8 miles south east of downtown at the moment.
I do find it personally offensive that they used the blatant “go downtown” innuendo and placed it directly above the models very low rise jeans and peek of crotch hair.
But advertising large multi-family developments in frontiers/ in magazine etc isn’t unusual. Palazzo, broadcast center (most AIMCO properties really), park la brea etc have ads just for gay publications that feature tan hairless worked out men in skimpy clothing or bathing suits (depending on the property’s availability of a pool of course), which usually also feature double entendres for “models”, or lustful gazes between residents, implying your increased chances of, shall we say, “frolicking” at their building.
Same can sometimes be said of ads featuring both sexes, we’re just more used to seeing women objectified or heterosexual images in general.
the ad’s also on page 47 of the current issue of LA Weekly. it certainly caught my eye!
ooops, i meant page 147.
The advertising is utterly conventional. Most ads touting downtown living are variants on “Move here, get laid.” Works for the straights. I’m sure the schtick has appeal for the gay men, too. That anyone falls for this pitch is pretty lame.
The ad isn’t ground breaking for a gay magazine.. Shirtless men always seem to get MY attention. pecks and abs.. or Beckman in underwear always seem to do the trick for this Leo. But it’s not really bold..
Have you seen the “In an Absolut World” ads with the 8 inch ruler? Now, that’s BOLD! And funny…
http://www.queerty.com/absolut-ads-play-for-the-gays-20080407/
It’s smart that they are targeting gay men to move to downtown.. it’d be nice to see more of us here. It’d be more bold to advertise a newlywed gay couple or .. gasp… gay men of color.
And I’m excited that they are advertising in the gay rags.. if only we could get Frontiers, IN Los Angeles & Adelante distributed here downtown..regardless, I am glad he trimmed before the photo shoot.
David Kennedy is right, this has been done for straight oriented media as well.
Sex sells better than most lures. Plus selling it in connection with one’s home is an even greater lure since most people pick a house/apartment with the hopes that it will attract more intriguing women/men into their bedrooms.
The true measure of whether it’s a smart move or not is if they sell out all the units and maybe even create a waiting list for future projects due to the ads. (it’s a tough sell too though since City West isn’t nearly as ‘sexy’ as some of the other areas)
Is this the same building by the 110 freeway that has the silouhettes (sp?) of strippers dancing in the windows? They are obviously projections on a screen on the windows. I saw them one night driving down the freeway and though it totally hilarious. One male figure wore a cowboy hat and another female figure appeared to be holding a whip. LOL.
Pretty standard advertising, actually. Nothing groundbreaking but good for them for trying to sex it up a little. I’m all for the “live here/get laid” approach.
I think that I have found my new home; where do I sign??
Yup…it’s called “Sales and Marketing.” Sell the sizzle, not the substance.
An ad shows a blonde in a bikini holding up a bottle of…car wax.
An ad shows a shirtless stud slapping on aftershave…a woman looks on.
An ad shows a shirtless stud “selling” …a downtown apartment.
So what’s the problem?
(Calvin: the spelling is “pecs” - for pectorals.
)
These boys are everywhere… lol
I met Blake and Jesse on the sunset strip passing out fliers for a sunday pool party at the building. Those boys are cuties!