Urban House is a new hotel-cum-hostel project in Copenhagen, and appears to be actively targeting people typically described as hipsters.
Ahead of their March 2015 launch, they've produced a video advertising themselves.
View this video on YouTube
It starts with this woman throwing a sign at the camera while posing on a bike.
And voice-over explanations of just who they are talking to.
There's an explanation of what the "hippest part of Copenhagen" contains.
PSA: If someone in a hostel tells you labels are for other people, don't leave your stuff near them.
Then this woman stares pensively out of the window, possibly re-considering her life choices, though it would be unfair to speculate.
And this man uses his earphones to dig out a rather unpleasant build-up of earwax.
But the important thing is to remember that this is happening.
The online response has been fairly negative.
http://t.co/a1QD5ZBKys someone made this as a real thing and not as a joke
If people think this is what Copenhagen is all about.. we're fucking screwed. #copenhagen #urbanhouse http://t.co/RQeXgjDMmb
Many have expressed a hope that it is fake.
What is Urban House?: http://t.co/Oi0bXI4Nv8 this had me howling with laughter. i am hoping it was done ironically.
But development for the hostel is going ahead, and their advertising tactics appear to be working, for the moment at least.
500 applications & counting! We are overwhelmed and thankful. Send your last ones in before Friday! #Vesterbro #job