New ad for Soho Grand and Tribeca Grand Hotels targets the white, skinny and fabulous demographic

So the Grand Hotels NYC, the company behind the Soho Grand and Tribeca Grand Hotels, are releasing a series of Web-only video ads.

Here is the first one.



Here's a little explanation on the ad by Greg Foley, creative director of Visionaire, consulting creative & design director of VMAN and V Magazine, via Randburg:

Drawing inspiration from Warhol’s celebrity silk screens, Foley filmed in stark black and white and added colour post production. The camera follows two characters through the New York Hotels’ beloved downtown Manhattan neighborhoods, featuring the local architecture and historic cobblestone streets. In just 60 seconds, Foley has succeeded in capturing the energies of these two distinct neighborhoods – which is no accident; it is clear, the locale is the real focus. “It’s a little love note to SoHo and TriBeCa neighborhoods. We set out to ‘rediscover’ them through the eyes of two visitors and a party of their friends”. These two visitors take the form of a stylish muse, dressed in Doo Ri and wrapped in a Burberry trench and a cool auteur clad in a slender Hugo Boss suit, wielding an antique Bolex camera. The protagonists find their way to each other to the rhythmic beat of “Nonsense in the Dark" by Filthy Dukes.

Well, given the 4,763 hotels that have opened (or are opening) in the LES and elsewhere down here, the Grand Hotels may need to let people know they're still kicking or something. About five years ago, a friend stayed at the Soho Grand while on business. I was surprised that so many people were wearing sweats in the bar