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United States Unveils New Tourism Ad Campaign Featuring a Gay Couple

April 24th, 2012 Joseph Pedro

Screen Cap via YouTube

Promoting one of the world’s largest and most diverse brands is no easy job, but WPP’s JWT was up for the task to handle Brand USA. In an effort to target tourists from around the world to come and visit the United States, the company rolled out a new 60-second spot that showcases America as “The Land of Dreams.” As diverse scenes of American landscapes and its people are shown, Johnny Cash’s daughter, Rosanne Cash, sings an inspirational song about the country. ”Our goal is nothing short of rekindling the world’s love affair with the US—the place, the spirit and the dream,” said Brand USA CEO Jim Evans in a statement. “We want to spread America’s message of welcome around the world and invite travelers to experience the limitless possibilities the United States has to offer.” The campaign will first be shown in the UK and Canada and with many more countries to follow. So far reaction online has been mixed. Some are claiming that the ad focuses too much on the Gulf region (an area hit hardest by the recession and the oil spill) and doesn’t focus enough attention on the iconic, only-in-America attractions like the Statue of Liberty and the Grand Canyon. Another complaint is that while the footage is beautiful, the commercial doesn’t tell anyone where the locations are shot. Which for a commercial that’s trying to drive people to regions of the United States, would be helpful.

We’re mostly happy with the ad (much better than Australia’s) and are excited that they decided to include a same-sex couple in San Francisco (or Savannah?). We grabbed the screenshot above. [AdAge]

Check out the video after the jump and let us know what you think…

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