Redrow pulls advert for its posh London pads following twitter backlash

Deeside headquarted Redrow homes has pulled a promo advert for its luxury London apartments following a bit of a storm on Twitter (other social networks are available) comparing the advert’s style to the film ‘American Psycho’.

Redrow London Luxury Development Promo from Patrick Bateman on Vimeo.

The advert which plays out like a slick Hollywood movie trailer depicts a young man rising up the London career ladder, ending with him surveying his luxury high-rise Redrow apartment accompanied by a gravel voiced narrator delivering the line; 

“Yes, they say nothing comes easy. But if it was easy, then it wouldn’t feel as good. To look out at the city that could have swallowed you whole and say ‘I did this’. To stand, with the world at your feet.”

The film was pulled by Redrow just days after it was launched online, having conceded its marketing team ‘didn’t get it quite right with this one’, the aim of the campaign was clearly to focus in on the aspirational lifestyle and luxury living in one of London’s most exclusive new residential towers, One Commercial Street where penthouses are currently on the market for over £4m.

Twitter was quick to react slating the company for glorifying London’s polarised property market and its growing prosperity gap.

https://t.co/ITItZTCodm A glimpse into the psychotic mental state of housing in London – Redrow Homes / American Psycho mashup

— Jim Mortram (@JAMortram) January 5, 2015

‘American Psycho’ property promo pulled after Twitterstorm http://t.co/IV13ki8Ne9 Oh dear oh dear, whatever possessed them! #cringe

— Katie Hughes (@kakakakatie1983) January 6, 2015

In Redrow’s 2 minute luxury flat promotion video, an argument to shut down the new London. http://t.co/wK0JJcobvn

— off-piste (@mahtani) January 3, 2015