Thursday, December 27, 2007

I just hope they remembered to bleach...

I ride the Link to and fro a couple times a day, and last week I started noticing these posters. They're nigh impossible not to notice, spanning the full height of the trolley's joint section, advertising the forthcoming Mecca Condos. Now, I'm certainly no marketing expert, but I have some concerns.

I'll just work top to bottom:

(Unfortunately, being NOT Kevin Freitas I didn't have my camera on me this morning, so for now I'll just describe them. I'll try to amend that later. The camera thing, I mean. I still won't be Kevin Freitas.)

At the top of the ad is a photo of the building's facade. Now admittedly, it's taken some steps in recent years. That building spent a long time (as long as I can remember) looking run-down, beat up, sketchy and ugly (as any self-respecting porn theatre ought). Now, in a stunning revitalization, it looks bright orange, clean and an entirely different kind of ugly. This could work, I think. Bright colors make for an eye-catching ad, leading your eye down to...

Come Take a Peep. You'll like what you'll see

A peep? Really? I'd call it a little over the top, but I'll accept it. They know that everyone (or at least everyone who's old enough to buy a condo) in Tacoma knows what that venue used to be, and rather than shying from it, they've embraced it. By having a sense of humor about their origins they make the concept of living in an old porn house campy rather than creepy. So, bright orange facade, tongue-in-cheek copy, transitioning down into...

...a black and white photo of two excessively trendy and pretty people that looks suspiciously like it was yanked directly out of a Calvin Klein ad.

Wait, what?

Now I know that over the years Calvin Klein commercials have come more and more to resemble pornography themselves, but somehow I don't think that's what they were going for. It seems to me that they forgot the tone of the top half and said "Y'know what kind of vibe we should go for? Classy." Clearly they know that they are advertising primarily to locals, and if people know about the Mecca, then they know the neighborhood. And yes, the whole area has come up by leaps in bounds, and no, it's not as dangerous as it was even a year ago, but come on... no one is fooled by your black and white casually pretty people.

(I still can't quite work out what the fuzzy background of the photo is. I suspect that it might possibly be Triangle Tollefson Square, but I equally suspect it might be not Tacoma at all)

Anyway, I guess these are the kind of people they see coming to the Broadway Speakeasy, a "hip new restaurant and lounge" that makes up the ground floor of this mixed-use building. Good luck dragging the pretentious nightclub crowd down from Seattle, or even from 6th Ave.

Finally, at the bottom of the ad, they apparently remember what they had going up top, and leave us with the news that the new condos will be "revealed" in 2008.

I guess my only other concern is that the poster claims condos starting in the high 100s, and the website lists a price range from $210,000 to $299,000.

I hope they succeed. I really do. But if I ever eat in the Speakeasy, I'll be very careful not to drop anything on the floor...


ZestyJenny said...

Great post! Just found you on Feed Tacoma.

I 'll keep an eye out for this ad. I love to mock bad copy. :)

izenmania said...

There's also some interesting grammar on the bottom portion of the ad, but I didn't have a pen and wasn't going to commit it to memory until I got to a computer.

i know things that even he doesnt know said...

hey baby!
you know people! would you know anyone that could help with this?
Dear Julia,

Hello! My name is Anna Mulch and I am part of the Feminist Activist
Coalition at Lincoln Land Community College in Springfield Illinois.
The Feminist Activist Coalition is made up of energetic women and men
who support equality between the sexes and are interested in working
on grassroots school and community projects and productions that raise
awareness and help promote equality and equal opportunity for all. The
group has a specific interest in eradicating violence against women,
and, therefore, organizes service work and fundraising opportunities
for members with organizations that focus on education, training, and
awareness of such issues.
One of the ways that we as a group are raising awareness is through
the performance of Eve Ensler's "The Vagina Monologues". This year is
the ten year anniversary of the one woman play, and it symbolizes a
decade's worth of contributions and changes that have occurred
worldwide. One of the ways that Lincoln Land commemorates V-day, is to
perform the play on campus. All the money raised goes to local womens
charities and shelters. In addition to the cost of admission, we also
hold a silent art auction that has proven to be one of the highlights
of the event. Not only are some desperately needed funds raised, the
winner gets to take home a wonderful piece of art.
As an artist, I know how hard it can be to part with a current
project. I also know that as an artist, I like to help out when and
where I can. I would ask that you contribute to this wonderful cause
by donating a small piece of art or jewelry that we may auction off.
The funds raised will go to The Sojourn Shelter which provides
emergency shelter for victims of domestic violence. Funds will also be
sent to P.O.R.A. which stands for Positive Options, Referrals and
Alternatives P.O.R.A. is dedicated to helping women overcome multiple
issues that have brought them to prostitution. In addition to
spiritual, physical, and emotional development, P.O.R.A. emphasizes
continuing education which provides a strong foundation for healthy
living and achieving long term goals. At the appropriate time,
P.O.R.A. assists clients in acquiring positive, healthy employment and
independent housing while continuing to support their transition into
productive citizenship. All services are provided free to the
Our Advisor is Deborah Brothers, who can be contacted at 786-4966 or The play will be performed Feb. 15 and 16
at 7 p.m. Thank you for your support and your donation to this
wonderful event.

Anna Mulch