** Mad Men Spoiler Alert **
Do you love furry little creatures? The Cosmopolitan hopes so.
The hotel broadcast their first TV commercial during the finale of Mad Men, the popular AMC advertising drama. During the final episode, viewers were shocked to see that Don Draper fell in love with his secretary and got engaged, all in the space of about 42 minutes.
Sure, 'Megan the Secretary' is good looking and seems to actually be capable of a real conversation but come on, Don's clearly emotionally damaged since his marriage broke up and it's hard to look at this as a long term thing. I think most viewers cringed when they watched him dial Faye Miller, the seemingly substantive woman that looked really good for Don, only to blow her off.
Will your flirtation with the Cosmopolitan be longer lasting? There's been a good amount of gushing about the property in advance of it's opening. I've said more than a few kind words myself. Will that last when the credit cards start swiping?
We're now at the point when the resort starts to go from a set of interesting concepts that are easy to appreciate into a 'why the hell didn't housekeeping show up and where the hell are my bags' potential reality.
How will the Interwebs react if Cosmo has the same sort of sputtering opening that Aria had, one year ago? Has Cosmo built up enough goodwill to get the benefit of the doubt if there are major snafus? It will be an interesting test of both the hotel and all of us that write about this stuff.
As for the commercial itself, I don't know what I was expecting but I wasn't totally sold. For me, it seemed a bit like they were trying too hard to establish their cool and edgy bonafides. The commercial felt a little like a live-action version of a nightclub half-pager you'd see in the Weekly or Vegas Seven. For a casino ad, it has resulted in a remarkable amount of commentary, which of course means they accomplished at least one goal.
This first ad didn't give us a look at the resort - none of it was actually shot on property. What we don't know is if they'll be following it up with more television advertising and what those spots could be like.
To my eye, the spot was squarely aimed at fun, taboo and youthful vitality (as well as those older folks desperately clinging to youth by any platinum card necessary). As we've seen in abundance since May 28th, when you target the Hard Rock / Palms crowd, it's very hard to filter who comes through your front door. Will this be a hotel full of Surrender patrons? Personally, I'm hoping the answer to that is no but we'll have to see - I bet some people are already planning how many rollaways they can get into a wrap-around.