Back in March we wrote a post called "This Film Is Rated T For Torture" about an abominable "web film" done by Ritz-Carlton.
Well, they couldn't leave bad enough alone. They've released another one called "Last Night" and it's every bit as excruciating.
These films, which had to cost hundreds of thousands -- if not millions -- to produce, have the rancid smell of a brand babbling cmo all over them; someone who thinks R-C needs to "get beyond" rational benefits and make "emotional connections" with its customers. Is nausea an emotion?
The Ritz-Carlton, in association with American Express®, has produced three films that subtly weave exceptional and unique guest experiences into their story lines, demonstrating how our hotels elevate service to an art form...No. They demonstrate how your marketing department elevates pissing away money to an art form.
The new one is soft-core porn about a groom-to-be's last night. The dialog is beyond agonizing. The models -- I mean actors, all look like actors -- I mean models. My favorite part is that the best man's name is Roxie. Roxie? Is he a stripper?
I won't ruin the big surprise ending for you, but let's just say it's every bit as cheesy as the rest of this enterprise.
I love Ritz-Carlton but they have completely and totally lost their minds. Their marketing department is driving me to Motel 6.
I'll leave the light on for you.
Memo to Ritz-Carlton management:
You run really good hotels. Would you please stop listening to the marketing morons who are telling you you have to pretend to be something you're not. Be who you are. You'll do just fine.