By: jackie.sauter

Marriott’s TownePlace Suites chain unveiled a new “ad” campaign this week that features a YouTube video and breakdancing self-described “phenom” David Elsewhere.

The concept: Elsewhere wiggles his way through all of the offerings TownePlace Suites have to offer, from the bathroom to the continental breakfast area. All of this is accompanied by a generic wordless electronic dance music soundtrack since no one speaks during the entire five minute commercial.

There is even the suggestion from Marriott that the dance will provide a how-to on the company’s Web site at a later date so the dance-impaired can breakdance like a pro.

I’m not so sure though how effective an attempted viral ad campaign like this will be. Fans of Elsewhere likely won’t care that he’s dancing next to a spacious bed or through the commissary options. They’ll be watching him. And, anyone else who stumbles across the video will also probably just be watching him and trying to figure out what exactly is going on.

As of 4 p.m. on Monday, I wasn’t alone. Of the four posts to the video: One was from Marriott, one thought it was hip, another liked the dancer and the fourth poster thought there should be a heavy metal song and had no idea what was being pitched.

Is this a clever way to cross-market the brand, or just Marriott trying to hard to be cool at the expense of losing the message?

BEN MOOK, Assistant Business Editor

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