I just can’t help it and apparently neither can other people. I just received the following email and just have to share it with everyone. Enjoy the email and the videos:
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Blu’s latest promo videos are fantastic!
This one has a great scene where the customer proudly
declares that he doesn’t know anything about building, but he’s an advertising
executive!!
In this second video, a woman named Milli built a house in Tahoe
and struggles to make every day consumer choice seem somehow like altruism:
It is so funny to listen to the mundane talk about
appliances and bedrooms which are common issues that necessarily present
themselves to anyone who wants a home spun into special features and acts of beneficence
that have been gifted to the future.
When she talks about the cabinets, she says, “The
cabinets are veneers, because that is the environmentally friendly
solution”. Now if she’d said, we bought the IKEA cabinets because
they only cost $8,000 and they are just about as good as the ones that cost
$95,000, well then we’d be getting somewhere.
These commercials have to be a case study in where we’ve
arrived in our belief that consumption of luxury goods like second homes are in
fact altruistic acts that address environmental problems.
What is presented in these videos is an example of complete
disconnection not only with material and industrial reality, but with every day
home economics. The problem is that these attitudes are not so much
opinions as they are deeply held moral beliefs which actually function to
protect the people who hold them from being honest with themselves about their
choices. When I hear this, I can’t help but think: Let them eat
cake.
But none of this would amount to anything more than being
upset at Louis Vuitton EXCEPT for the fact that Bill Haney, co-founder of
Blu Homes may as well be the poster boy for the train wreck collusion between
architecture and environmentalism in the 21st. century, and the arrogance on
display here is what this has metastasized into.
Note from Modcoach: These houses looked staged and the videos appear to professionally done. I would bet that these videos took another big chunk of that $60M. I would be willing to give Blu Homes an ad on Modular Home Builder blog which reaches over 60,000 people a month for only $10,000 but I don’t think I’ll ever get the purchase order.
