In London Fields, Martin Amis writes of the "sudden eschatology of the streets". And we've finally realised what he means.
For a film trailer-esque advert for luxury apartments in London is being heralded as the end of days.
In Redrow's 2 minute luxury flat promotion video, an argument to shut down the new London. http://t.co/wK0JJcobvn— off-piste (@mahtani) January 3, 2015
Can you imagine the person driven to buy a flat after seeing this Ad. The world is doomed I say. http://t.co/ABi84qGNvE— Adrian Melrose (@AdrianMelrose) January 3, 2015
There are even theories as to why the advert's... 'protagonist' uses an old-style Nokia when the rest of the film seems set in 2015.
Yes, they say nothing comes easy. But if it was easy, then it wouldn't feel as good.
To look out at the city that could have swallowed you whole and say 'I did this'. To stand, with the world at your feet.
- Actual voiceover from the video
In 2014 the 'average' London home saw its value increase by £80,462, twice the average salary of £41,095, while Boris Johnson missed his own target for building affordable homes.
i100.co.uk has contacted Redrow London for a word on what exactly the advert is all about. And let's just hope for everyone's sake that Russell Brand doesn't find out about it.
Watch the video below:
More: [Why first-time buyers are basically doomed at the moment, in one chart]6