Showing posts with label consumer goods. Show all posts
Showing posts with label consumer goods. Show all posts
New Buick, check; handsome man, check; Modern House - of course!
Not knocking it, but I think we can all agree that there is a formula here, and every car company is doing it, or they are missing the boat. If you want to sell your snazzy new car you better have a modern house to pose your handsome man in front of. But handsome men are a dime a dozen. Its the modern house that sells the car. Because we all know if you want people to think your new car is cool, you better park it in front of a modern house.
Matthew McConaughey is the guy with the cool modern house, says Lincoln
Yup, for the record, when Matthew McConaughey is not driving a Lincoln or talking to his dogs, he's living in this cool Modern House. Because Lincoln knows its not enough to have a huge star hawking their cars, they have to prove he's cool by showing that he lives in a cool modern house. Isn't it always the case?
Cadillac brings the car, douche-bag brings the modern house.
In probably the most extreme example of the genre here we have Cadillac's entry into the Cool People Rock Modern House cannon. Its not enough for them however to just show their shiny car in the driveway of a beautiful modern house, no they have to have the supposed owner expound on why we Americans are so full of ourselves, and work harder than the rest of the world, and have our materialism as payback. Well, whatever, Mr. Tightpants is not making a convincing case here.
But one thing is for sure, the douche-bag is not camping out in a colonial, and he's not nesting in a McMansiony chateau. No, he has a full blown balls out killer modern house. Because Cadillac knows, when you want to make somebody look cool and successful, nothing better to park your product in front of than the modern house.
I'll take the house, throw in the car if you like, but next time spare us the pretentious lout.
Lexus has the fever, and the only cure is more modern house
Lexus has been consistent in their use of the modern house to sell their cars. Why would they stop now when it obviously is working for them.
I'll never grow tired of making this point, so here it is again. When Lexus creates a context around their product in their ads they want it to make their cars look as desirable as possible. So how do they do it? Time and time again, they choose to show the owners of their cars as also owners of beautiful modern houses. Not just any kind of house, but the modern house. Because they know, and we all know, that this will immediately signify that owners of their cars have impeccable taste, and that if you purchase one of their cars it will signify that you have impeccable taste, just like the modern house owners in their ads.
Lexus knows this, you know this, I know this, we all seem to know this. But our housing industry here in the US does not seem to know this. Instead of offering the kinds of houses that we all know that we admire and ascribe to good taste, they offer an unending parade of mediocre wishy washy sort of old fashiondy historicish looking mcmansions. Sigh. Maybe some day they will wake up and start offering what we all know is the real good stuff. The modern house.
Tip of the hat to Chad for the tip. And the house has been ID'd, thank you Mike:
Cadilac's big comeback starts with the Modern House
Just as all the other auto manufacturers, when it comes time to show your product in front of a house, they choose the modern house.
Cadilac has had to come a long way to win back the confidence of auto buyers following the near failure of GM. They needed to show their product in the best light, backed up by a setting that made their cars look like the choice of successful and tasteful owners. So of course they put their product in front of the modern house. Its clearly come to be the only choice for shedding good vibes on your automobile product.
Yet the housing industry seems to be missing this widely understood fact. Every ad agency serving every auto manufacturer knows that the modern house equals desireability. Yet the housing industry fails to offer the modern house as a choice. Hello? Is anybody home?
Here is the video:
chevy goes modern for the volt intro
Over on the Chevrolet web site the new Chevy Volt has been rolled out, the hope of an ailing industrial giant, the Prius killer, the Hail Mary Pass, the last chance to get it right - call it however you see it. When GM closed its eyes and swung for that home run they did what any self preserving Fortune 500 company would do. They put their product in front of a modern house to make it look good.
Because we all know that the cool folks, the smart folks, the folks we want to be like, the folks that GM wants us to copy and buy a Volt, all live in a cool modern house.
But not the housing industry apparently. You remember the housing industry, don't you? I may disparage GM, but GM did not drag the rest of the world economy into the dirt with their own self indulgent out-dated relationship with their own dinosaur, the SUV. However the housing industry did manage to crash the world economy by encouraging us to flip ever bigger McMansions. Where is the Housing Industries Volt? Hmmmm? Where is its smart, green, efficient, and modern product to turn around its fortunes?
corning looks to the future, sees modern house
In this promotional video by Corning about the role glass will play in our future, the modern home plays a prominent role. But sure you might say, its a video about the future - of course it has a modern home. No, the house in the video is clearly a mid-century modern style home, likely somewhere in California and chosen to be the domestic setting for the video.
So even when making a speculative video about the future, Corning looks to our present to define the modern house. It makes sense though. We could hardly imagine all of these futuristic high tech tools and accessories integrated into a traditional home. It would be a complete contradiction. No, in their eyes the modern house is the inevitable future. But not here in the real world. Builders and developers haven't figured this out yet. Even when its all around them and in their face in popular media. They still remain blindly focused on traditional homes. Perhaps time moves backwards for them and the future never arrives. So long builders, its been nice knowing you...
acura strikes back at lexus - proves acura doesn't get it
Acura is running a commercial about overindulgence at the holidays which appears to aimed at the Lexus campaign featuring modern houses and cars as gifts. Only they don't have any objection to cars as gifts of course, they just want to try to make modern architecture look silly.
Nice try, but it backfires. The fool in the Acura commercial may be a fan of fancy gingerbread, but he's holed up for the holidays in a traditional house proving once again that in advertising only the cool people live in the modern houses.
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.
mcdonalds sips the modern coolade
Yep, you read that right. McDonalds. As in hamburgers in a cardboard box McDonalds. They are embarking on a program to literally modernize their image with a new corporate design aesthetic that is unabashedly modern.
So when McDonalds decides to reinvent themselves they don't turn to Colonial architecture, its not pseudo Tuscan, or euro Tudor. Its Modern. Modern Modern Modern. Because McDonalds knows that this will elevate the perception of their product and in return the entire brand. Yet home builders across the USA are prepping next years collection of Toomanypeaks, and Phoneyshmoney styles served up McMansion style. Come on home builders - time to get a clue!
Learn more about the McDonalds redesign in this article at FastCompany.
land rover comes home to the modern house
In a TV commercial for the Land Rover Discovery we see a wide range of settings, all with traditional architecture, that is until the driver comes home. And they come home to none other than the Modern House.
Of all the places the driver encounters none but the home are modern - including an Art Museum. Even an Art Museum is a perfect candidate for modern architecture. But why not? Well, its simple. The driver does not own the Art Museum. The driver owns the house.
If you want the house to cast good vibes on your product, to make your product look desirable, to look like a possession of somebody who knows "the good stuff" to own, then of course you want to show your car owner pulling up to a modern house. You want viewers to desire your product, then you show them as the choice of people with good taste, people you want to be like. The thing that everybody seems to know is that we want to be like the guy with the modern house. Almost everybody knows that. Everybody but the housing industry in the US it seems.
Much thanks to Preston at Jeston Green for this one!lexus says the modern house is natural
In this new tv spot for the Lexus RX suv the modern house makes an appearance.
The incredbile thing is the theme of this new ad is "Act Naturally". Through a number of examples Lexus shows us how the operation of the technology in the RX is familiar, the same as using the mouse for your computer, pushing the button for the elevator, and even turning on the lights in your house. Yet the "Natural" example for a house is this very nice looking Modern House.
Amazing. So why the Modern House? Why not a traditional house, as we are sure that most Lexus buyers have? Its simple really. Its because Lexus knows as well as we do that the Modern House makes their product look better. It makes its technology seem more advanced, it makes its style seem better designed, it makes their product more desirable. Yet home builders in America have not caught on that the Modern House will do the same for their product. How come they don't seem to understand what the rest of us seem to know for sure?
dr pepper house identified
Spotted the house from the Dr Pepper spot today on modern design blog Contemporist.
It is located in the hills above downtown LA, and at least for the present it is for sale. There you have it full circle - modern house used to sell soda, soda used to sell modern house. Many more photos at the above link.
dr. pepper spins a party at the modern house
In this new TV spot for Dr. Pepper we see a giant house party going on in a modern house. In fact it would be almost inconceivable to imagine this commercial set in a traditional colonial for instance. The kind of partying, the culture shown would just feel incongruent with a traditional house.
So Dr. Pepper knows it - they understand that the modern house makes the scene cool. They know that their product gains image, gains desirability, by placing it in the modern house. Never said, but so widely understood. So where is the smart builder developer who is going to hitch their wagon to that image, that desire? America is already sold, and they don't even know it.
Thanks to Preston at Jetson Green for locating this great example.
modern house is in t-mobile's fav 5
T-Mobile has really let roll a series of commercials set in modern homes. Check out this one, set in the living room of a mid-century modern house, fit with what looks like a Noguchi table and a Florence Knoll Sofa.
What is the message here? Why does T-Mobile always choose a modern house for the setting for their commercials? Could it be that their phone service looks cooler if the T-Mobile customers in their ads live in a modern house? Huh. So T-Mobile knows that the modern house makes their product more desirable. Seems like a lot of businesses realize that. Except maybe the housing industry?
t-mobile family plan family lives in the modern house
Just another casual appearance of the modern house living in a very ordinary way in a tv ad.
Why not a traditional house? The subtlety of the ad would probably make it completely unnoticeable without the modern house. In this case the modern house serves to break the scene from convention, and perhaps hold your attention. I think this is how the ad leverages the modern house. Could you even see this commercial with a traditional house? Oh, what a drag, dude.
nikon banks on the modern house image
In this Nikon ad with Ashton Kutcher, they have used the modern house as the setting. Of course if you were an impossibly hip bird-brain you would have a cool modern house - I know I would.
But why did Nikon choose a modern house for the setting instead of say a McMansion? Well a McMansion would not actually shed any desirability on your product, would it?
windex likes the glass house
Johnson & Johnson has been running a series of TV ads for its Windex brand that relies on the large glass walls of the modern house. In the spots a pair of birds (crows?) torment a home owner, ringing his bell, closing his sliding door, in order to watch him run into the very clean and clear glass because Windex "leaves a streak-free shine." - much like a poor bird would. In follow up spots the birds watch on while the home owner manages to do it on his own.
I don't know that they have really leverage the desirablility of the modern house in these pieces but they certainly exploit one of its greatest features which is the transparency to its outdoor spaces.
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