CitizenM Hotels' New Commercial Brings Towel-Made Swans to Life
Megan Facciuolo — April 10, 2014 — World
References: eatpes & designtaxi
Award-winning filmmaker PES has created a satirical commercial to promote the opening of a CitizenM Hotels chain opening in Times Square, New York City. The ad takes a stab at exploiting the cliche decor in many hotels.
It shows two towel-made swans romancing each other as they glide on a blue hotel bed, which gives the illusion of them on water. During their mating ritual, the camera focuses on the room's commonly seen decor like tacky "do not disturb" door hangers, oil paintings, and cheap champagne. As the swans lean in for a kiss, the film takes a gory and abrupt turn; A plush shark chomps them up in one bite.
The frame-animated commercial ends with the words "Farewell hotel cliches, hello affordable luxury" stated over the scene where the love birds once frolicked.
It shows two towel-made swans romancing each other as they glide on a blue hotel bed, which gives the illusion of them on water. During their mating ritual, the camera focuses on the room's commonly seen decor like tacky "do not disturb" door hangers, oil paintings, and cheap champagne. As the swans lean in for a kiss, the film takes a gory and abrupt turn; A plush shark chomps them up in one bite.
The frame-animated commercial ends with the words "Farewell hotel cliches, hello affordable luxury" stated over the scene where the love birds once frolicked.
Trend Themes
1. Satirical Hotel Ads - Creating humorous commercials that make fun of traditional hotel decor could disrupt the hotel industry by drawing more attention towards hotels with unique designs and experiences.
2. Frame-animated Commercials - Using frame animation to create commercials could disrupt the advertising industry by allowing companies to create unique and visually-striking ads without having to rely on traditional animation methods.
3. Affordable Luxury Hotels - Providing affordable luxury hotels could disrupt the traditional luxury hotel industry by offering similar amenities and experiences at a more accessible price point.
Industry Implications
1. Hotel - The hotel industry could benefit from disruptive innovation by creating unique and interesting hotel decor to entice customers.
2. Advertising - The advertising industry could benefit from disruptive innovation by incorporating more frame animation and humorous content in commercials to grab viewers' attention.
3. Luxury Travel - The traditional luxury travel industry could benefit from disruptive innovation by offering more affordable options without sacrificing the high-end amenities and experiences typically associated with luxury travel.
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