lexus holiday campaign casts the modern house

Every year Lexus makes a holiday pitch to give its vehicles as Christmas gifts. As improbable as that seems for most of us, never the less they have something to say about who might be able to so casually gift an expensive automobile.

And surprise - our generous gift giver is a family with a modern house. And why not. Lexus wants us to envy these folks, they want us to want to be like them - buying a new Lexus by Christmas time. And who do they think will make us feel that way? The guy with the modern house, of course. They know the modern house will make their product look more desirable. Yet the US housing industry doesn't get this, do they? What's with that?

lexus uk also has the modern house as its ideal

In this Lexus UK as from 2007 once again the driver takes their car home to a severely modern house.

The UK is similar enough to the US to make our case. When Lexus wants to make their vehicle enviable, they show it parked in front of a modern home.

tron legacy movie leverages modern house


It appears from trailers released in Europe that the upcoming Tron Legacy movie will use a modern house for the home of its protagonists, the Flynns. I'm not sure if the home was ever shown in the original Tron movie, I think not, which means that this is a current appropriation. No doubt the movie makers turn to the modern house to imbue their heroes with the sense of cool the audience will admire. Of course we all understand the cool guy lives in the modern house. America's home builders, do they get it? Hmmmm.. not so much.

in the city of townville


The PowerPuff Girls are so rocking a Modern House!

surrogates movie has no substitute for the modern house

I just got around to watching last summers science fiction movie Surrogates. Its set in a near future where everything looks familiar, buildings, cars, yet the technology is clearly miles ahead of today. People stay home and go out in to the world via a robotic "surrogate" that they control from a virtual reality chair in their home. So while we get old and fat our robots remain vital and young. Whether or not that sounds good or bad to you, one thing that seems sure is that everybody in this near future lives in a cool modern home. Spoilers below if you have not watched the movie.
surrogates 1
This is the apartment of a minor character in the movie. Quite unexpected when they enter from the hallway to reveal this soaring two story modern dwelling.
surrogates 2
And here is the apartment of one of the main characters. I loved the look and feel of this place. Concrete waffle slab ceilings, and brick walls in the living room.
surrogates 3
And later on a brief scene showed an exterior view of the home of one of the other main characters. A night scene but clearly a modern house.
In many scenes of this movie they went to great lengths to show us that cities and buildings were still the same familiar places. Yet the protagonists all had modern dwellings, and strangely enough the antagonist as it turns out lived in a traditional dwelling. Interesting. Clearly deliberate. The modern settings were used here to distinguish the roles of these characters just like bad cowboys had black hats and good cowboys had white hats. So you have to wonder why the good guys got the modern dwellings? Obviously the film makers know which kind of house will make the protagonist appear cool, progressive, informed, admirable. And they count on us understanding that as well. Since we all have this figured out so well, then when is the housing industry going to get the message. HELLO!!