Will this new commercial from JWT tempt you to visit the United States? Brand USA -- the new tourism marketing organisation tasked with luring world visitors to America is ready to break its first major campaign from its new agency- with the UK and Canada getting first dibs.
The 60-second spot has lots of glimpses of cities such as San Francisco, New Orleans, New York and Miami; but they don't tell you which is which. (Maybe you're supposed to know). Then there are great beaches and forests. (ditto).
The actors represent some of the multicultural communities that make up the incredibly diverse U.S.
The song in the spot, "Land of Dreams," was composed by Rosanne Cash, daughter of American music legend Johnny Cash. You see her in the ad playing the song and singing under New York's Brooklyn Bridge. That's a great touch!
"Our goal is nothing short of rekindling the world's love affair with the U.S. -- the place, the spirit and the dream," said Brand USA CEO Jim Evans .
"We want to spread America's message of welcome around the world and invite travellers to experience the limitless possibilities the United States has to offer."
Japan gets the ad next month. Other countries following on include South Korea, Brazil, India, Germany, China, Mexico and Australia.
The American magazine AdAge asked for reaction on its website- and that initially was lukewarm, with some saying the lack of identity for the pictures was an issue.
One comment, "The spot seemed like a humanitarian relief effort, not a campaign for taking a vacation state-side." Ouch!
Me? The commercial was charming, not what I expected and I rather enjoyed it. It gave me a different angle on America - and might just tempt those types who have resisted visiting the US so far the incentive to go.
YOU are the target audience. Let us have your comments!
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For me the commercial does well in portraying the variety and freedom of USA. It thankfully avoids the obvious honeytraps of Disney etc and shows some reality. I'm sure the website will provide all the linking info on locations in the ad to guide visitors. Love the song - AND the eagle landing on the parachutists hand! Works for me. Rodger Barnes. Creative Director. MarketingMechanix
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i do agree with Rodger. Variety and freedom are totally associated! It is a pleasure to look at the video and feel the sens of it! No doubt lots of French people will follow the dream! Christine PERON - Destination marketing consultant
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The only reason I am here is actually because I saw the new commercial.What first caught my attention was the beautiful song and the beautiful voice behind it.I kept on watching and saw it was Johnny's little girl.Watching the video does make me want to visit the U.S, so the ad definately works.
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