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Driving at the Salk

Recently I saw a car commercial that struck me for the way it ended in the plaza of Louis I. Kahn's Salk Institute:


Here is a GIF of the car screeching to a halt on the travertine plaza:


If you're like me, you're wondering, "Where is the fountain?" Compare the above with a photo of the plaza:


On watching the commercial the first time, I figured the car was superimposed onto a photo of the Salk's famous plaza, but the omission of the fountain doesn't make sense in this regard. The makers of the commercial must have covered the fountain – as well as the pieces of travertine flanking it, as they appear different than the rest of the plaza – with something else that would not be damaged by the car coming to a stop. Whatever the case, this commercial is just another example of how architecture is used to sell cars; see also my earlier posts on the subject.

Actually, this Mercedez-Benz spot is not the first time the Salk has been used as a set for a car commercial. That honor goes to, as far as I know, a 2010 commercial from Lincoln where Mad Men's John Slattery drives the car, for some reason, on a lab floor rather than in the plaza:

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