That's really in bad taste. Shame on the mall and the ad agency involved.

And at a mall in DC, too? It's not even like this is an edgy ad that people didn't take well too. They can't have NOT noticed the similarity- so I don't understand why that particular font and image suited their ad so well (at least in the minds of the marketers).

For those interested in sharing their opinions about this ad.

[www.shoptysons.com]
P:(703) 847-7300
F:(703) 847-3089
Tysons Corner Center
1961 Chain Bridge Road
Suite 105
McLean, VA 22102

@albear: No kidding. I wonder what overpaid MBA genius came up with that idea.

@ekzachtly:
Tysons Corner isn't really in DC. It's certainly a DC area mall, but it's not exactly something you go to while touring DC (unless you want to see the first Apple Store). While the ad is in bad taste, Tysons has had similar imagery used in the actual mall for years (different colors, but kinda close to this ad). The grey on black lettering is certainly close to the Vietnam memorial, but I haven't heard of any complaints before now.

Except... the actual memorial uses a sans serif font, whilst the ad uses a serif font (I notice the strongest difference in the letter W), and in the memorial, the names are separated by bullets (that apparent cross is actually a plus sign, to indicate "and" in a brand name), while no such luck in the ad. If it is meant to be an allusion to the memorial, it's a lousy one.

But, why let facts get in the way of a good outrage?

Honestly, I can't say how I would of perceived it had I not already been told the comparison. Its so "blah" anyways that I don't think I would of given it that much thought.

@cuiusquemodi: I would think the average lay person would gloss over the font usage and specifics. They'll think "Oh, it's a glossy wall with names carved in it."

It's a black background with store names on it. I can definitely see the similarity now that someone's pointed it out, but it's a stretch to say it was inspired by the memorial and certainly isn't a blatant ripoff.

Considering the rest of the ad, I can understand why the designer went with a black background. Then his/her manager probably said "You know what would be cool? If we added store names to the background." That's how it works... graphic design is based on composing various elements. Let's not jump to conclusions. jeez...

I wouldn't have even noticed a similarity between the two without being told. No outrage here.

Wow. I wonder if all the people who don't notice the similarity have ever seen the memorial? It jumps out at me...the memorial is breathtaking; it's life changing. Also, I have to wonder how old the people are that don't notice the similarities? Perhaps too far removed from Vietnam to care?

What similarity? People are way too sensitive...

It's in the DC area for crying out loud. If you live in the DC area (not BFE) then yeah... you'd say "Wow, that looks like the Wall."

I've been there a couple of times. Had someone even told me the location where these were posted, I would have known.

Unless one lives under a very giant rock (some of the owners of the comments above just might!), one can't help but recognize the strong similarities.

What probably happened is some product of our wonderful education system that fails to teach thought it looked good not realizing they were ripping off Maya Lin's iconic design since they have no idea what she designed or what war dead it honored.

@Will Ross: "unless you want to see the first Apple Store..."

Yes I do :)

@ekzachtly: Tyson's is inside 495 but outside Arlington... as mentioned, it's in no way "in DC".

*Face Palm*

I agree with the others... this is just someone looking for something to be pissed off about. Spend the engery helping and providing solutions.. not just finding problems.

Another reason they might not have noticed anything unusual is the fact that Tysons' "where the stores are" campaign has displayed the store names in this manner for at least 10 years- maybe even 15. Given that this ad displays the names in basically the exact same manner as they have always been displayed (albiet with a different colored background), they probably thought nothing of it.

I thought I would add the URL of a sample image showing the use of the store names in another manner...

[www.musedesign.com]

@Righteous: I didn't realize there are that many MBAs who are also art directors.

@ShortBus: To be fair to the mall owners, if they didn't immediately take steps once they realized the problem, it'd be letter-writing time. As it is, though...

@dollen: Like, instead of writing a Letter of Outrage, send $5 to the Parks fund, or a Vets organization of your liking, etc.

@Megalomania: Technically it's outside 495. I mean, you can see it FROM 495, but it's on the outside.

For those of you that believe that people are too sensitive about this matter I must respectfully disagree. However, I am willing to hear arguments to the contrary if supported by the following four steps:

1. Go To Fayetteville, NC (Home of Fort Bragg), preferably after some soldiers have just returned from their tour.
2. Go to a bar.
3. Show them this article and your comments.
4. Enjoy.

@realserendipity: For people that want them to put the ads back up?

I agree it can be seen as "iffy" if they weren't less than four miles away. That's what makes it pretty obvious IMHO.

@I Love New Jersey: If they didn't realize the similarity, they weren't "ripping off Maya Lin's iconic design". It's more likely a coincidence.

But, yeah, I can see how a random art director not being aware of a specific design would demonstrate the failure of a public educational system to teach its students. Clearly it did alright by you though, for you to make that connection.

@cuiusquemodi: So if I shaved Mario's mustache and put him in a yellow shirt instead of red that would be okay too, right? Because clearly I got the original representation down, which means I can't possibly be imitating the original work, right? Love that backwards-ass logic there.

@RevRagnarok: That map is completely incorrect. Tyson's Corner is about 10 miles from DC, OUTSIDE the Beltway. Try mapping from "1961 Chain Bridge Road, McLean, VA".

I've lived in the DC area since 1988 and there are many instances of words being inscribed in granite around here. Some are memorials, some are for commercial purposes; this isn't particularly offensive.

I live and work in the DC area, and when I first saw the advertisement, I assumed that it _was_ the Vietnam Veterans Memorial in the background. To me, the message of the ad was, "You've seen the depressing things. Now come 'defrost' and do some shopping."

It's only with this article that I noticed that those were shop names in the background. I've been to the memorial, and with the quick glance I gave the ads, it looked close enough. I'm not in the habit of examining font types in my ads.

That being said, I certainly wasn't "offended."

K

@mrdot: That's interesting. However, I think that use is pretty visually different from the pulled ad in some key ways, and that it really has moved from "big horizontal list of names" to "near-miss of the Memorial" between the two. I don't think it had to be intentional--the Memorial's style has become well known not because it's so wildly individual, but because of the monument's significance (and I don't mean to suggest that's a bad thing). But yeah, the echo is really, really strong and I think they've done the right thing, especially for something within the region, in pulling the ad.

@cuiusquemodi: Ah yes, you know, the first thing I did was pick apart the font type, letter by letter.

NOT.

At first glance, this looks like the Vietnam Veterans Memorial. Maybe even at second glance, for those of us who aren't anal-retentive.

@ShortBus: I agree that it probably wasn't intentional. And if it were JUST a black background with white lettering, I'd say that the comparison is a stretch. But somehow, seeing the model's reflection on that background strikes a chord that I'm just really not liking. Maybe that's just me.

The only soldier most art directors know is the guy in the back row in The Village People. Somehow I doubt the Vietnam Veterans Memorial was first on the mind of whoever created this ad.

I'd reply to all the people who said that it doesn't resemble the Vietnam Veterans Memorial, but it's too many, so I'll just do it here ...

Yes, there's a good chance that when you first see it, you wouldn't see the resemblance. But how many of you live and/or work in or around DC? How many of you have a friend or relative who's on the wall? These are the people who see the resemblance, the people who actually know the wall or have some connection to it.

Keep in mind also that these were posted throughout the DC Metro system, so a whole lot of people in the DC area (recall that the wall itself is also in the DC area) saw it. If you put these ads in San Francisco, there's a smaller chance people would see a resemblance.

@KevinQ: My take was similar to yours (I thought it was the Memorial too), but I read the message as "It's spring! Time to defrost after being indoors all winter and do some shopping." Almost like the start of tourist season; getting out and seeing the monuments and memorials.

I live and work here too and I'm certainly not offended by it either.

@RevRagnarok: Wrong mall; that's the Pentagon City mall. The actual distance is more like 11 miles. But still, definitely the same metropolitan area.

@ekzachtly: The only reason this is an issue is because it's in the DC area. If this had been in Baltimore, no issue. This is a very common typographic treatment, and the memorial does not hold a copyright on it or anything. That said, if it was designed locally (hopefully), then it certainly wasn't the wisest choice.

@I Love New Jersey: It's quite likely they didn't see the problem until it was pointed out to them. remember the racist Intel ad? [gizmodo.com]

@Dullboy30: It's a very common typographic treatment, but not on a black background with the allusion of shiny granite.

Interestingly, the "Cash 4 Gold On Tour" picture was taken one block away from the Tyson's Corner mall.

@cuiusquemodi: Just because the person who designed their ad didn't do their homework or isn't as anal as you, doesn't mean it's not a valid comparison.

So now we can't used letters on a glossy black background anymore? Dang.

This disgusts me. These men and women gave their last full measure of devotion and the decision to cheapen that sacrifice is unacceptable. I won't be shopping at this mall any time in the near future.

Because of the tree or general outdoorsy scene behind her I wouldn't have made the connection withoud reading the article.

I saw one of these today on the metro----and did not have a single thought in my head about the vietnam memorial. I was just excited to see that there was a North Face shop there. I didn't know that.

It seems silly that they'd take those down, when several years ago, there were metro ads by an independent group that were very political about one of the middle east conflicts---those were allowed to stay.

@ekzachtly:

Okay. Lets not beat around the bush. Tyson's Corner is in VA as in Virginia, as in a good "double-digit" miles away from the nearest Veteran's Memorial. It technically IS in the greater Wash/Balt/VA Metro area but its not really that near DC.

Still, I could see how the ad could be construed in bad taste.

@ekzachtly: When they say it's an evolution of a long standing campaign, they're very very right. I've been living and working in and around Tysons Corner for four years, and they've been running nearly identical ads with different coloring since before I came here. They previously were with lighter grey letters on white, so they probably just wanted something that was more clearly visible and easier to read, and also to get away with the "shadow" idea they were doing before.

I think this is a completely honest mistake. And normally, I love to accuse people of being stupid and insensitive in Tysons Corner. I drive through it every day and curse the traffic ; )