September 5, 2010
The Development Group, a developer in New York, truly embraced the age-old rule of advertising, sex sells, by drawing up a risque piece that advertises their developments’ incredible views.
Surely I can’t be the only one who saw this and thought it must be a joke. Something like this is just asking for some sort of public outcry.
But this ad got me thinking, have Canadian developers been playing it too safe with their own ads?
The Toronto condo market is strong, but who knows how many more units a developer could potentially sell if they simply erected a billboard along the Gardiner with a few half-naked models advertising wide open views or ensuite bathrooms with jacuzzis perfect for… well you get the point.
The city may not be known as Toronto the Good anymore, but perhaps our condo advertising is still a bit on the conservative side.
However, in advertising sometimes playing it safe is the wise choice.
You may remember a certain Calgary-area condo developer whose “A $20,000 down payment is as easy as a 25-year-old scotch, or a 25-year-old blonde on a 25-year-old scotch. Get on it…” quip landed them in some hot water last March.
It has yet to be seen whether this New York developer will cause a stir with this ad but one thing is for sure, risque = risky, so for now I’d say it’s best to stay (relatively) conservative with our Canadian condo ads.