Vancouver’s Downtown Eastside Fights Gentrification in Viral TikTok Ad Spoof
A recent TikTok advertisement showcasing a $2,000-per-month micro suite in Vancouver’s Downtown Eastside has sparked controversy and backlash from locals. In response, a viral TikTok ad spoof has been created to shed light on the issue of gentrification in the city’s poorest neighborhood.
The original advertisement, produced by a Toronto marketing company, was criticized for its tone-deafness and misleading portrayal of the area. Trey Helten, the co-creator of the spoof video, felt compelled to create a clapback against gentrification and raise awareness about the displacement of vulnerable citizens due to ongoing development in the Downtown Eastside.
Helten’s response video mimics the jaunty music and shots used in the original TikTok ad but delivers a powerful message. He walks through various scenes of the Downtown Eastside, including alleys, burned-out buildings, communal SRO bathrooms and kitchens, and a tiny suite with a mattress infested with bedbugs. With a smile on his face, Helten delivers lines that highlight the harsh realities of the neighborhood.
The purpose of the spoof video, according to Helten, was to make fun of the Toronto ad and provide context to viewers. The video was co-produced by Nathaniel Canuel and features appearances by DTES artists Smokey Devil and Edgar Allan Rossetti. Helten emphasizes that the video was created by people from the Downtown Eastside for the people of the Downtown Eastside, with the intention of challenging negative stereotypes.
Vancouver has been grappling with a housing crisis, with vacancy rates as low as 1% and average one-bedroom apartment rents reaching $3,000 per month. Helten points out that developers often market units in the DTES internationally without fully disclosing the realities of the neighborhood.
The Lotus Hotel, where the micro suite was advertised, historically provided affordable housing to residents at rates close to those of shelters, around $575 per month. However, Toronto-based company Forum Asset Management purchased the building less than two years ago and has offered unrenovated tenants $15,000 to vacate their units.
Last year, the B.C. Supreme Court rejected the city’s attempt to implement vacancy controls on SRO properties, which would have prevented landlords from significantly increasing rents for incoming tenants. However, this decision is currently being challenged.
Helten expresses hope that the B.C. Supreme Court will reverse its decision in the appeals process, providing some relief for residents of the Downtown Eastside.
In conclusion, the viral TikTok ad spoof serves as a stark reminder of the ongoing gentrification in Vancouver’s Downtown Eastside and its impact on the most vulnerable members of the community. As the city’s housing crisis continues, it is crucial to address the issue and protect the interests of those facing displacement.
