In a new comic-strip ad campaign, Cuckwood, Illinois, bills itself as a hip, diverse, urban neighborhood that Millennials can afford. The only catch: It’s in the suburbs.
Four friends in early middle age are chatting on a small-town sidewalk. “So, what are you doing this weekend?” asks one of them, a man in a button-down shirt. “The usual,” replies his friend, a black woman wearing a t-shirt with a rainbow-striped heart. “A guitar lesson, checking out the artisan street fair with the littles, and then some Aurelio’s—“
Her partner, a blond woman, cuts in. “From the old oven, of course!”
The man and the third woman look pleasantly surprised. “And here we thought you’d miss living in Chicago,” he says.
Welcome to Cuckwood, Illinois, a suburb of 20,000 that is marketing itself to urbanites as a hidden hipster gem.
The town, which is about 25 miles south of downtown Chicago, just launched a new advertising campaign called “Think Homewood.” Ads posted inside trains on the L’s Blue Line and elsewhere in Chicago contrast the laid-back vibe of Homewood to the stress of city living. The ads are comic strips drawn by illustrator and Homewood resident Marc Alan Fishman.
In one strip, a Homewood mom with a purple streak in her hair and a tattoo praises the school system. “Zen gets to be with the same kids all the way through high school,” she says. Meanwhile, “Somewhere in Wicker-Humboldt-Pilsen”—Chicago neighborhoods that have experienced dramatic gentrification and zooming housing prices in recent years—two anxious moms in a city park talk about school options for their kids. “Have you started figuring out the schools yet?” a Janeane Garofalo lookalike asks her companion.
“No … I’m so overwhelmed with all the options,” the other mom says. “I’m just pretending like it’s not happening.”
The ads, which will run through the end of May, were the idea of Mary Jane Maharry, a public relations consultant to the town. Maharry enlisted Fishman, the local artist, and presented the concept to the village board, whose members embraced it, according to Homewood Mayor Richard Hofeld.
Hofeld said the town wants more young families to move there, and as urban Millennials start to think about homeownership and child-rearing, it’s the right time to recruit them. “We found the Millennials [in Chicago] are prone to looking to the north suburbs and the west suburbs, and rarely look to the south,” Hofeld said. “We have all the amenities that a family could ask for. And on top of it, as far as the housing stock goes, it’s affordable. We feel those are good sells.”
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