London: the dead-eyed banker psycho dream


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Easily! Nothing comes easily! You’ll never get an apartment like that without a basic grasp of grammar.


Easily does it.


Standard grammar is for the plebs. Real economic übermen construct their own grammatical realities.


His affect isn’t dead enough. It still looks like there’s an element of curiosity and wonder in his eyes and manner as he looks around the empire he built.

Unless some of those were the “before” pictures.


Redrow, a luxury apartment builder

Huh? Evidently ‘luxury apartments’ are in their portfolio, but that’s hardly Redrow’s core business. They’re one of the UK’s main builders of generic ‘new-build’ housing estates; the sort of thing that gets called ‘executive’ but is bought by lower-tier managers rather than oligarchs! They do ‘affordable’ housing, too, though I wouldn’t say they specialise in that either.

have made this creepy, completely dystopic, half-American Psycho advert

No, a marketing firm who presumably know their target customers have made an advert. Surprising?

I’d better mention that I’ve no particular interest in defending Redrow - my only connection is that the company was founded near my childhood home, so I’ve happened to notice the name as the company’s grown.

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Think different.

In the words of Ringo Starr, “it doesn’t come easily.”


Try to figure out when this is supposed to be - the guy has a smallish CRT display on his computer, and uses a candy bar Nokia dumbphone. But the Shard seems to be visible in the distance.


Don’t savvy me bro.

I dunno. Usually, when I finish watching pompous commercial douchebaggery like this I vocalize “Ah…Fuck you!”

I just did so. Twice.


That’s because he’s worked for his fortune for 15 years even if he still only looks 30. Vampire I tell you.


No. Not surprising. The fact that I trust marketing firms to know their target customers is what makes it so shocking to me.

Because, let’s face it, the ad is creepy and completely dystopic. If this is what the ad’s target audience identifies with, then that target audience is something to be afraid of. And don’t forget that they have money and power.


My first thought while watching this was, “They never watched America Psycho”; then, “They saw American Psycho but misconstrued it as utopian rather than ironic”, and then it occurred to me that enough money must make one oblivious to irony.


Would anyone find this creepy (as opposed to just being annoyed that rich people get to have nice apartments in cities with good public transit yet still use taxis for some reason to avoid rubbing shoulders with the rest of us) if weren’t for “American Psycho” (especially the film version where the visuals are quite reminiscent of this ad)?

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No, but that doesn’t stop it from being creepy and dystopic - in fact, it makes it more so, because of the possibility that they do know their target customers.

I haven’t seen “American Psycho,” and this is still incredibly creepy, if for nothing else the narrative they present to which they think their target audience will respond positively. (But the rest of it’s pretty creepy, too.)



Just because that book and movie were good at amplifying the creepiness that’s latent in this kind of repitilian masculinity doesn’t mean that no one could see it before. Nor that no one can see it without having even read the book or seen the movie.


Ikea furniture, knock-off Sonneman arc lamp and a coffee table centerpiece that can only be a scented candle from Bed, Bath & Beyond. This is the dream home of a middle-manager from Des Moines.

As they said on Archer: “Trust me - whoever decorated this condo is not in heaven”.

To look out at the city which could have swallowed you whole, and say “I did this.”

Unless you’re Christopher Wren, no you fucking didn’t, you delusional nutter.


Perhaps he’s Neo.

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