It's notoriously difficult to make travel ads that don't look like every other travel ad ever. Green mountains, crystal clear streams, maybe a time-lapse shot of clouds moving behind mountainsand then cut to an outdoor restaurant patio where an ethnically diverse and indeterminately aged group of casually dressed professionals delightfully dine over plates of presumably local cuisine. Most ads, in other words, look exactly like every spot from the Pure Michigan campaign.
There's nothing more obnoxious than irony that tries to be funny and falls short (right Spirit Airlines?). So it's kind of refreshing to see this ad from Explore Minnesota, which takes the opposite approach...
The commercial features a bunch of local celebrities, from baseball star Joe Mauer to indie band Solid Gold. If you recognize their faces, the casting folks have done their job. But even if you don't know who they are, it's genuinely impressive that the director managed to pull off something this saccharine sweet without making it seem cheesy.
The lyrics are a little tongue in cheek, but the tone is unapologetically sweet and earnest, and it works. Minnesotans like their state, and you should come and see why. We're not sure it's convincing as in "we're vacationing in Minnesota next time" convincing, but it's a nice change from the race to the ironic hipster bottom we've been seeing elsewhere. See creatives? It can be done.