Street Easy “Reserve Your Future”
It’s StreetEasy’s 20th anniversary, so they launched a campaign where you can book reservations at NYC institutions for 20 years from now (in 2046). The campaign is called “Reserve Your Future,” and partners include Russ & Daughters, Roberta's, Playwrights Horizons, and the Guggenheim. A dedicated microsite styled like an old-school booking platform handles the reservations. MICROSITE.
It looks like it’s a great build on their “be a forever New Yorker” messaging that has been rolling out over the last few months.
The Real Story: A real estate company is trying to get New Yorkers to commit to a dinner reservation two decades from now. In a city where most leases are 12 months (and your relationship lasts for 12 days), it feels a bit hard to plan that far ahead. I get it, it’s a beautiful act of faith and committing long-term to a city you love. Either way, it's the only housing ad in recent memory that never mentions square footage (which I can definitely get behind).
Melanoma Focus “The Life Saving Haircut”
UK charity Melanoma Focus launched "The Life Saving Haircut," a campaign that trains barbers to spot early signs of skin cancer on clients' scalps, necks, and hairlines. The campaign includes a handbook that gives barbers enough information to start a conversation when something looks unusual, without asking them to give medical advice. Scalp melanomas are notoriously difficult to detect early, particularly among men who don't regularly check their own skin.
The Real Story: Barbers have been staring at the backs of people's heads for centuries. Giving them a pamphlet of what might look unusual is such a simple and smart idea.
Ferrari Luce
Ferrari just revealed their new fully electric “Luce.” It’s $640k and very fancy. Ferrari shares fell after the reveal, with analysts calling it "the furthest deviation from the brand's ethos we've ever seen." Mark Ritson wrote in Adweek that Ferrari made the same mistake as Jaguar's 2024 rebrand: dropping every recognizable design code at the exact moment they needed them most. More.
The Real Story: Ferrari spent five years building a car that looks like it was designed by someone who had only seen a Ferrari in a cartoon movie. The Luce is Italian for "light," which is also what Ferrari's impact felt like this week.
If you’re new here, I write a monthly serialized novel called Everything is Advertising, about a burned-out Creative Director and his cynical team that accidentally create QAnon through a viral marketing campaign. If you like that kind of thing, you can start at Part One and catch up from there.
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