David Bowie (July 12, 1979) "Lodger" – Rolling Stone

Publication: Rolling Stone

Date: July 12, 1979

Format: Full-Page Album Advertisement

A conceptual advertisement for David Bowie’s Lodger album, featuring his image in motion and multilingual “postcard” styling to reflect the album’s themes of travel and cultural exchange.

The advertisement features Bowie in mid‑motion, his body tilted diagonally as if suspended or falling, dressed in a dark suit and white shirt. The slogan “Explore a new quality of life” appears beside him, echoing the album’s themes of travel, displacement, and modern alienation. The word “Lodger” is stylised like a stamped postcard, accompanied by translations in French, German, and Japanese — “Locataire,” “Untermieter,” “間借人” — underscoring the record’s global perspective. The minimalist beige background and stark silhouette evoke the experimental tone of Bowie’s Berlin Trilogy while signalling his transition toward the more polished, angular sound of “Scary Monsters.”

THE STORY	WHAT THE CLIPPING SHOWS
Promotional advertisement for David Bowie’s album Lodger, the final instalment in his acclaimed Berlin Trilogy. The ad features a striking full-body image of Bowie leaping energetically, paired with the provocative tagline “Explore a new quality of life,” positioning the record as a bold artistic statement.	• Dynamic black-and-white photo of Bowie in motion • Bold tagline: “Explore a new quality of life.” • Prominent “Lodger” logo and “A New Album By DAVID BOWIE” headline • RCA Records branding

CONTEXT AND NOTES	FEATURE HIGHLIGHTS
This July 12, 1979 advertisement appears during the release of Lodger, completing Bowie’s experimental Berlin period with Brian Eno. The album continued his exploration of avant-garde sounds and themes of alienation, while the energetic visual campaign reflected his restless creativity and desire to push boundaries in both music and image.	Event: Album advertisement Era: 1979 (Lodger era) Tone: Dynamic, artistic, forward-looking Photography: Energetic full-body performance shot RELATED MATERIAL: For more similar posts, check out the tags at the bottom of the page.

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