Tennessee Department of Tourist Development: Music Everywhere by VML

Tennessee has something to sing about in its newest tourism spots launched this week by the Tennessee Department of Tourist Development (TDTD). The state unveiled four new ads that will rotate in broadcast and digital markets nationally, emphasizing Tennessee’s matchless scenic beauty, family experiences and unparalleled music. An extension of the 'Soundtrack of America. Made in Tennessee.' campaign, the department and its ad agency of record, VMLY&R, created the new ads, which underscore the state’s connection to music everywhere.

Voiced by accomplished Tennessee singer-songwriters Rivers Rutherford and Jessi Alexander, the new creative captures the diverse sounds of Tennessee from its vibrant cities to the great outdoors and hidden gems for a soundtrack that can only be made in Tennessee.

In a new outdoor spot, 'Music Everywhere' — filmed at locations including the Smoky Mountains, Reelfoot Lake, Tullahoma, Lake Watauga and South Holston Lake — the characteristic sounds of nature transform to emphasize music is everywhere, although the instruments may vary.