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TrendWatch: Anti-Hype Advertising

The above screen grab and inset detail were taken from the TONY website a short time ago. The ad is for a Queens restaurant opening on March 8th, Deluge. Now, we'll acknowledge that any restaurant coming soon to the Shereton La Guardia East Hotel is fundamentally unexciting. That being said, there is a hype-crushing genius to making opening details quite so public. Imagine, if you would, that this were an ad for Keith McNally's Morandi. If we were spoon fed the opening particulars in an ad, all hype would be eliminated. It would be months before patrons got a real urge to visit, giving Keith and Co. plenty of time to work out the kinks. Eureka.