Toronto "City Brand" Ranks 14th

[building babel]

SD2 points out that, with these ads, "they're thrown the whole idea of promoting diversity out the window" - as indeed they have, by appearing to have hired only white models to represent Toronto to Americans. The ads were produced by an agency working in multicultural Toronto, where it has become the norm to represent racial diversity as much as possible when hiring models for advertising and editorial work, so the decision was deliberate - if unfathomable.

 

[Bogtrotter]

oh okay- very interesting.

 

[building babel]

I find the main problem with these ads - which must at some level be taken as representing and promoting the visual appeal of the city - to be the disconnect between tagline and image. The images present T.O. as an unappealing place full of unappealing people; yet we're supposed to believe that such a place is the cultural equal of Paris ( for art ), New York ( for theatre ), Hollywood ( for film ) and Italy ( for opera ).

No wonder the agency didn't have the nerve to bill.

 

[bizorky]

babel,

I found that the images were an attempt to play on a prejudice of what Toronto was supposed to be like in the minds of some people (boring, unappealing and "good"). However, without knowing exactly whom these ads are aimed at (inside or outside the city; across Canada or north America), that bit of irony may be lost on most people. They have a cheeky surface appeal, but beg too many questions.

 

[building babel]

Well, if people who know nothing of our city, but are attracted to places that look like smallish / redneck / Midwest / rustbelt / mid-sized David Lynchvilles, they'll be drawn here in droves after seeing these ads.

Won't they be confused!

 

[bizorky]

At best, the ads are an "inside joke."

 

[Bogtrotter]

"...On the other hand, Dr. Dunne said, they get the viewer's attention, and "that shouldn't be underplayed.""

Totally agree, and they are kind of amusing. But true, it would be better if a couple of the individuals were non-caucasian. And maybe if that chick wasn't wearing a bra... but that's just me :smokin

 

[Irishmunk]

How many people will be drawn to Toronto because of these ads? The answer is on Gilbert Arenas' basketball jersey.

 

[building babel]

The ads were savaged in the Globe's ROB today. Page B5.

 

[SD2]

At best, the ads are an "inside joke."

Totally agree, and they are kind of amusing. But true, it would be better if a couple of the individuals were non-caucasian. And maybe if that chick wasn't wearing a bra... but that's just me :smokin

I guess that's the big problem. It's funny to us because we get it...but to people who really have no idea about the city it may seem like a dull place.