Earlier this week, I was watching a few episodes of Park and Rec on the Esquire Network when an odd but eye-catching commercial popped off my TV screen. Unlike most people, I normally pay attention to commercials as I’m always interested in the creativity and quirkiness of how products are advertised. As a series of odd images and phrases flashed across the screen set to “Original Don,” by Major Lazer, I started to wonder what I was watching.
Perhaps the intent of the commercial is to have its audience try to guess what the product is before it’s revealed. Initially, I thought that maybe it was for an obnoxious fragrance that would waft from the droves of douche bags wearing the official uniform of untucked shirts and jeans while chugging red bulls waiting in line outside of Hakkassan. However, thirty-two disjunctive and ridiculous seconds later, I wasn’t surprised to see that it was for “The Cosmopolitan.”
While the property has grown on me considerably since it first opened, I still feel that it is just an awkward property. Like the commercial, I just don’t get it. The Cosmo is like a hipster in a socialite costume or Johnny Depp cross-dressing as Kim Kardashian. The boutique shops, limited edition sneaker store and restaurants that come across as farm to table (they are not) are dressed in gaudy chandeliers, sequins and decorated with stiletto statues and retro rotary phones. Like I said, I just don’t get it.
I’ve read great reviews of the rooms, service and restaurants. I’ve enjoyed Scarpetta, Holsteins and the Wicked Spoon Buffet. We’ve spent a few pleasurable hours in the casino as well. They seem to be doing a lot right but I think the niche is wearing off, and doing so quickly. With, possibly the worst value on the strip and lack of “identity” (pun intended as that is what they call their loyalty program), I foresee The Cosmopolitan struggling to compete with other properties which either offer better value or more luxury. And, who is this commercial supposed to attract? Who is the demographic? I’m not sure and I question that they really know either. Like I said, I just don’t get it.
The commercial- http://www.youtube.com/watch?v=LCeDi-d5CRg
And if you don’t want to watch it, here is the text from the commercial-
Mutation is Progress, One-offs beat copies, Wrong has more fun, Correct is a mistake, Right is a trap, Proper dies anonymous, Waid is laid, Fight right, Break some eggs, Make a hot mess, Misfit Right In, Just the right amount of wrong
What is that?