Tuesday, 10 August 2021

Isn’t it ironic?

 Three or four years ago, I made a calendar for my son’s Christmas present. The calendar was entitled “Beautiful Bruchköbel” and featured our home town’s architectural highlights, many of them sadly demolished now.

We both love that calendar - I loved making it, and I think my son still has it on the wall somewhere. The point being that we both love Bruchköbel, warts and all. 

I was reminded of “Beautiful Bruchköbel” by the cinema ad from the tourist association of Linz to attract visitors to Austria’s third-biggest city: Linz ist Linz. Even if you don’t speak German, I’m sure you’ll get the drift. It's a bit warts and all. Linz is described as being “for old people”, “gruesome” and “a bit rascist”, amongst other things.

There have been complaints. From the mayor, from restauranteurs and hoteliers.

But don’t we keep hearing about authenticity in advertising? Isn’t this the big thing? I find it sad that the ad industry is so po-faced and serious these days. A bit of self-deprecating humour, a touch of irony ... it doesn’t seem to be recognised or appreciated any more.

Linzertorte made by me

I’ve never been to Linz myself (although I love Linzertorte), but after seeing this ad, I’m really quite tempted.

Better ironic than (yawn) iconic, I say. 

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