/ / / / / /

Cranky Travel: Can Lewis Black Save Aruba Tourism?

Where: Aruba
February 1, 2009 at 12:21 PM | by | Comment (1)

Because of their overwhelming dependence on tourism, the islands of the Caribbean have been hit especially hard by the latest global economic bummer. I read in the Economist this morning that the number of visitors is likely to fall by up to a third, a forecast that has prompted the Atlantis resort on Paradise Island to lay off 800 workers and caused investors to pull out of several planned multi-billion-dollar resort complexes. Usually in a business downturn, companies cut their marketing budgets, but there are always a few radicals that double down instead, gunning for visibility in a diminished field. Aruba is doubling down in this recession with a big advertising push that features the grouchy comedian and satirist Lewis Black, and it just might work.

Of course it's odd that a Caribbean island would choose a renowned crank as its pitchman, but I guess that's the whole point. If the charms of Aruba can calm a curmudgeon like Black, imagine what it can do for you. A solid idea, but can Black deliver the goods while hewing to the company line? Anybody who's seen his rants on the Daily Show or his HBO specials knows that iconoclasm, lack of restraint, and frothing rage are his hallmarks. Is it possible for Lewis Black to say something nice about the fully-developed tourist mecca that is Aruba and be believable?

Sure it is. In a series of nine short videos on aruba.com, Black deftly walks the line between funny and offensive, riffing on the the perplexing friendliness of the island's 90,000 residents and joking about how island life is bound to make everything else pale in comparison. In one skit, he observes that "Aruba's got to be the worst place in the world to get married." But what about the great weather, wonderful food, and romantic sunsets? Answer: "It does nothing to prepare you for the harsh realities of marriage. Trust me, get married in Hackensack, honeymoon in Trenton. It can only get better from there."

Hiring Black might be doubly smart, because his bitter persona seems to mirror the stressed-out psyche of so many people these days. After all, the standard Caribbean boilerplate adverts - blue sky, shimmering waters, and goofy dad careening down a water slide in an inner tube - seem a little tired these days. The reality is that we're all cranks, but even cranks need some sunshine. Hey Caribbean tourism officials: if you need somebody to complain about how nice your islands are, I'm in the book.

Related Stories:
· Lewis Black in Aruba [aruba.com]
· Lewis Black [Official Site]
· Tourism Marketing Coverage [Jaunted]

Comment (1)

Post a Comment

Return to » Cranky Travel: Can Lewis Black Save Aruba Tourism?


Lewis Black and Aruba

The ads with Lewis are sensational. There is one in which he complains that, because it is always TOO nice a day, nothing can get done in Aruba. It is a touching, existential piece of art. The excruciatingly beautiful young woman with whom he speaks disappears from the screen as Lewis loses his frustration, and loses himself in the moment. It's almost as though she is unreal, the spirit of Aruba, speaking to him. I love this funny and beautiful ad.
Joel S on October 2, 2009 at 2:12 PM #Permalink

Return to » Cranky Travel: Can Lewis Black Save Aruba Tourism?

Join the conversation!

Not a member? .
Registration on or use of this site constitutes acceptance of our User Agreement and Privacy Policy (Revised 08/01/2011). © Condé Nast Digital. All rights reserved. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Condé Nast Digital.
Ad Choices