'American Psycho' luxury London property ad is pulled after barage of criticism

Redrow London admits 'maybe we didn’t get it quite right with this one'

Emma Finamore
Tuesday 06 January 2015 15:13
Comments
The actor bore more than a slight resemblance to American Psycho's Patrick Bateman
The actor bore more than a slight resemblance to American Psycho's Patrick Bateman

A London property firm has pulled its advert for luxury apartments just days after it emerged online, when critics likened it to psychological slasher flick, American Psycho.

Reactions to the advert ranged from ridicule, to spoof, to cries of class warfare, as an actor – in yuppie, Patrick Bateman-esque suit, using a retro mobile phone – stalked about his flat and executive offices making profound statements like: "They say nothing comes easy. But if it was easy, then it wouldn’t feel as good."

Yes, really.

A Redrow London spokesperson told The Independent: “We tried to do something a bit new and different from the typical property videos out there, but we accept that maybe we didn’t get it quite right with this one.”

Over the weekend architect Sam Jacob uploaded a hilarious (or should that be chilling?) mash-up of the advert and scenes from American Psycho, while elsewhere it drew comparisons with Fight Club and even the apocalypse.

On a more serious note (although it obviously doesn’t get much more serious than Bret Easton Ellis), the advert also sparked anger at its apparent glorification of wealth and acquisition, viewed as insensitive at a time of increasing hardship for regular renters and home-owners in the city.

In one scene, the 'hero' of the piece stands looking (literally) down his nose at the rest of London, presumably happy to be elevated above it, and its residents.

Dan Hancox, author of The Village Against the World, the story of a Communist town in Spain, journalist on the housing crisis and vocal critic of UK gentrification, said on Twitter: “Oh my. This is a bold, terrifying new dawn in promo videos for luxury flats.

Sam Jacob described the ad to The Guardian as: “A totally clear expression of the psychotic nature of housing in London.

“It plunges us back into the ultimate yuppie fantasy – the fact that the individual only exists in relation to the brands that they own, the things that they’ve bought.”

Register for free to continue reading

Registration is a free and easy way to support our truly independent journalism

By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists

Please enter a valid email
Please enter a valid email
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Please enter your first name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
Please enter your last name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
You must be over 18 years old to register
You must be over 18 years old to register
Opt-out-policy
You can opt-out at any time by signing in to your account to manage your preferences. Each email has a link to unsubscribe.

Already have an account? sign in

By clicking ‘Register’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Join our new commenting forum

Join thought-provoking conversations, follow other Independent readers and see their replies

Comments

Thank you for registering

Please refresh the page or navigate to another page on the site to be automatically logged in