Battle of the Marketing Videos: 30 Park Place vs Salesforce Tower
Recently, marketing videos for two major league bicoastal developments hit YouTube. One's for NYC's 30 Park Place, the Silverstein Properties-developed Four Seasons hotel and apartment tower that at 926 feet will be Lower Manhattan's tallest residential building when it opens in early 2016. The other's for the 1,070 SF Salesforce Tower in SF, which will be the tallest building west of the Mississipp. Which video is the better sell?
In the Four Seasons-produced 30 Park Place video, uber developer Larry Silverstein and architect Bob Stern tool around New York, sing its praises and recall modest upbringings (Silverstein: "I grew up in Brooklyn on the 7th floor of a 6th floor walkup"). 30 Park plays second fiddle to the Manhattan-esque love letter to the city, Larry and Bob. But amenities including a 75-foot swimming pool, a 250-person ballroom, limo services and, most importantly, panoramic views should charm potential buyers
The Salesforce Tower video is less retro and more straightforward, replacing vintage photography and punchlines with inexplicably grinning people walking through computer renderings of majority owner Boston Properties and Hines' 1.4M SF mixed-use project. Requisite cuts to the SF fog and Golden Gate Bridge make for a nice beginning, and the video's understatement--there's no narrator and the towers name isn't even mentioned--provide an air of mystery.
Still, we give this one to the 30 Park video for its scope and Larry and Bob's good-humored chemistry.