Fuck You And Everyone Like You.

In advertising today, tons and tons of brands try and sell ‘status’ … ‘Buy This And You Will Be Part Of An Elite Group Of People’.

The only problem with this is that often the brands are so frightened of alienating potential customers, they end up using crappy ideas like ‘Only Those In The Know, Know’ … because it helps them feel like they’re conveying status but in reality, they’re still being ‘accessible to the masses’. [Yes, we know this sort of defeats the objective, but we never said marketing people were the sharpest knives in the drawer]

We now live in a society where so many brands offer ‘status’ [even toilet paper for Christsakes!] that it’s ability to appeal to the ‘social climber’ is being diluted. Maybe these wannabe brands should take a leaf out of the ones who really get what ‘status’ is all about … the brands who unashamedly celebrate and ooze cash, arrogance and exclusivity!

Have a look at the ad below for the YELLOWSTONE CLUB – the World’s ‘ONLY Ski and Golf Community’.

OK, so that already conveys unbelievable pompousness [you should check out the ‘Owners & Management’ section on their site, it’s amazing], but the best bit is when you read the small print at the bottom of the ad …

“CLUB MEMBERSHIP REQUIRES REAL ESTATE. APPOINTMENTS FOR ENTRY MUST ME MADE IN ADVANCE.”

Hell, when even a postman needs to make an appointment to deliver a letter, you know you’re talking ‘seriously posh’ – and then there’s the fact YELLOWSTONE offers both skiing and golf facilities – 2 of the most opposite [and expensive] outdoor activities that you can get!!  We wouldn’t be surprised if their golf course was underground heated or their snow was flown in specially each day!

Everything about this place exudes an air of keeping the ‘riff-raff’ out … or keeping the ‘super rich together’ … and whilst that is splendidly revolting, we do have to applaud their arrogance to quite happily and openly turn their noses up at the masses.  Infact you get the distinct impression that unless your family name has been celebrated for at least 5 generations, you won’t get within 100kms of the place – even if you have untold riches and are arriving by private Lear Jet!  [Still sounds like that place Yogi Bear lived though!]

We call this the ‘FUCK YOU’ effect … where the ‘status’ being offered is the most exclusive of them all, the status of not having to care what others think of you as you’ve made it, and don’t need anyone’s help ever again.

Like the words, ‘Revolution’, ‘Fun’ and ‘Exciting’ … Advertising has changed the meaning of ‘status’.

It’s no longer about exclusivity – it’s about belonging to a group of people who want to feel they are moving up the ‘ladder-of-success’ … even though in reality, many of them are getting into massive debts in a desperate attempt to fill the hole of work/life boredom and under-valued emptiness. 

OK, we’re being especially harsh [even for us] … but when you look at who is/was driving the sales of plasma televisions, cable and even BMW’s [in the UK, they outsell the Ford Mondeo!] – you have to admit, alot of people are subscribing to ‘living a lifestyle’ rather than a ‘life’.

Anyway, if brands really want to make ‘status’ valuable again in their advertising [ignoring the financial ramifications they are having on people/cultures] they should embrace the tried and tested concept of the ‘super-elite’ – the concept of alienation, because nothing demonstrates ‘status’ like an ad showing arrogance – best demonstrated by this one from Bentley. Genius!

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