Rate the tourism ad
Thursday, Oct 3, 2013 - Posted by Rich Miller
* AdWeek…
You have to hand it to the Illinois Office of Tourism and JWT Chicago. They’re not being overly precious with the image of Abraham Lincoln.
The Land of Lincoln rolled out a new tourism spot this fall starring “Mini Abe,” a tiny plastic version of the 16th president who is seen grunting, groaning and shrieking his way around the state—enjoying everything it has to offer, from riverboats and county fairs to the Willis Tower and Route 66.
“Be more spontaneous this fall,” says the on-screen copy line at the end, along with the enjoyIllinois.com URL and #MiniAbe hashtag.
The humor is undeniably odd, but it may be working. A spokeswoman for the tourism office tells the Chicago Business Journal that tourism inquiries made through enjoyIllinois.com are up 57 percent over a year ago.
* The ad…
It made me chuckle. You?
- Midstate Indy - Thursday, Oct 3, 13 @ 2:40 pm:
Plastic Lincoln is a pretty hip cat.
- WTF - Thursday, Oct 3, 13 @ 2:40 pm:
Funny is always good. It’s funny. B+
- Brendan - Thursday, Oct 3, 13 @ 2:51 pm:
Just from reading the description, my first thought was: “JWT adapted the ‘Roaming Gnome’ gimmick.”
- wordslinger - Thursday, Oct 3, 13 @ 2:53 pm:
Very memorable and funny.
My problem with the Illinois advertising is that they try to make one spot work for everything.
The market for Chicago visits is totally different than that for fall colors in Shawnee. Or Route 66 in Pontiac. Or riverboats in the QC. Or pumpkin patches.
Also, what’s the placement? There’s no point in advertising Shawnee fall colors in Milwaukee or Grand Rapids. They have fall colors all around them. You advertise Chicago.
On the other hand, advertising Fall getaway trips to Shawnee, the QC, Galena, etc., is perfect for the Chicago market. Try to keep them from going to Michigan and Wisconsin.
- BW - Thursday, Oct 3, 13 @ 2:54 pm:
Too bad they copied the idea from the Springfield CVB. From 2011…
http://www.youtube.com/watch?v=QR-lUMw0lgI&feature=c4-overview&list=UUgd-36KRvqA3XwOhsJdPBwQ
- Whatever - Thursday, Oct 3, 13 @ 2:54 pm:
If the ads are doing so well, why did the state put JWT’s account up for review?
http://www.chicagobusiness.com/article/20130912/NEWS09/130919919/illinois-puts-state-tourism-account-up-for-review
- Ray del Camino - Thursday, Oct 3, 13 @ 2:58 pm:
Fun.
- OneMan - Thursday, Oct 3, 13 @ 2:59 pm:
Good Stuff
- zatoichi - Thursday, Oct 3, 13 @ 3:02 pm:
Pretty imaginative and a good sense of humor. Having Abe at the Fair or bleachers at Wrigley would fit. Need more of these spots. They really stick out.
- A guy... - Thursday, Oct 3, 13 @ 3:09 pm:
It’s cute. Now that they’ve established this, they need to campaign it more often and more specifically to different markets like WS said above. Since I’ve never seen Abe Lincoln wear any color but black, I believe I know which baseball park he’d be more comfortable in.
- Susiejones - Thursday, Oct 3, 13 @ 3:16 pm:
saw it on TV this morning (Peoria area) and thought it was really cute.
- Sarge - Thursday, Oct 3, 13 @ 3:22 pm:
I think it’s fun. Let’s steal Austin’s motto: Keep Illinois Weird!
- In_The_Middle - Thursday, Oct 3, 13 @ 3:33 pm:
Great ad. Very funny. I hope the next one has Abe riding Squeezy around the state screaming Aaaargghh.
- cover - Thursday, Oct 3, 13 @ 3:43 pm:
I like it, it’s funny and irreverent, and it shows off multiple aspects of Illinois’ potential to attract tourists (Chicago, Route 66, etc.). Mini Plastic Abe screaming at the sight of a full-size Lincoln statue is hilarious!
- Oswego Willy - Thursday, Oct 3, 13 @ 3:45 pm:
Like the Creative, Love the Product from the concept, made me chuckle, made me think.
- Just Me - Thursday, Oct 3, 13 @ 4:05 pm:
Cute. Must have been way fun to film.
- Endangered Moderate Species - Thursday, Oct 3, 13 @ 4:06 pm:
Great ad! I give it an A grade.
- OLD BRASS - Thursday, Oct 3, 13 @ 4:08 pm:
Of course tourism is up 57%…everyone is coming here to witness unprecedented state government failure in hopes of learning what not to do back home!
We are quite the model…..Abe would cringe if he could see us now.
- Chicago Cynic - Thursday, Oct 3, 13 @ 4:27 pm:
Sorry to be contrarian but I thought it was cute but weird, and I don’t see how it will help with promoting tourism.
- formerGOPer - Thursday, Oct 3, 13 @ 4:33 pm:
It’s me wish I hadn’t been taking pictures of Paddington Bear on our vacations, should have taken Abe instead.
- downstate commissioner - Thursday, Oct 3, 13 @ 4:45 pm:
cynic: different, not weird. Putting ILs most recognizable tourist attraction person out there promoting other tourist attraction has got to promote tourism at other sites than Lincoln sites. I thought it was great, think it would have been fun to help do. Wonder how many scenes weren’t in this ad; enough for a sequel or two?
- Just a citizen - Thursday, Oct 3, 13 @ 5:23 pm:
I loved it!!!
- Chavez-respecting Obamist - Thursday, Oct 3, 13 @ 5:40 pm:
I want a wee plastic Abe.
- prairiestatedem - Thursday, Oct 3, 13 @ 5:57 pm:
Given our beloved Abe’s easy going and often self deprecating sense of humor I’m pretty sure he would like this one! I thought it was great, granted I’m biased and I love the state from the Cache River to the Mississippi Palasades but I thought it did a great job showcasing some of the highlights with hopefully more in the style to come in the future!
- OT - Thursday, Oct 3, 13 @ 7:48 pm:
Very Robot Chicken-esque, which I personally find endearing! They are clearly trying to appeal to a certain audience, and if I didn’t live in Illinois or didn’t travel much of Illinois, then this would entice me. It at least gets away from the traditional “come visit our state. . . (cue beautiful music and family/couple enjoying a laugh or kiss or blissful moment).”
- Anonymous - Thursday, Oct 3, 13 @ 8:42 pm:
lol It made me laugh, and “Abe” definitely shouts “Illinois.” Bizarre enough to catch your attention–and while it probably appeals more to the “weekend” or “week long” warrior crowds, I’m going to assume that the overall strategy includes or will include ads that will appeal to those who are a bit less “adventurous.”
A+ (and it made me want a “wee plastic Abe,” too).
- hisgirlfriday - Thursday, Oct 3, 13 @ 8:59 pm:
This is SOOOOOOOO cute!
Great work all who created this ad. Made me laugh and Illinois tourism could use a new campaign to get some attention after the Mile after Magnificent Mile thing is kind of played out and it always felt too Chicago-centric for me. This one gave props to all parts of Illinois here. Good job!
- Just The Way It Is One - Thursday, Oct 3, 13 @ 9:26 pm:
Not bad and yeah, you can feel some inward chuckles goin’ on when you watch it. KINDa silly though. Admittedly, the Greatest U.S. President Ever has been gone for QUITE some time now, but the puppet of his likeness’ constant yelling and grunting, although I get the point that “he” was having a fun ride, yet, almost seemed a bit demeaning to his image though, as One who we all revere. But even ‘Ol Honest Abe was also only one of us Illinoisans in the end and sure must’ve known how to find ways to enjoy himself and have a good time like the rest of us throughout these parts, too, even in Chicago which he galavanted through. Soooo…Just’s Overall Grade: B.
- RNUG - Thursday, Oct 3, 13 @ 9:28 pm:
Cute. Gets and holds attention.
- Bob Roman - Friday, Oct 4, 13 @ 7:31 am:
Well……..
Better than the show at Ford’s Theatre, at least.
- Anon - Friday, Oct 4, 13 @ 8:00 am:
Loved it! Good job Office of Tourism.
- Skeptic - Friday, Oct 4, 13 @ 8:43 am:
“Having Abe at the Fair or bleachers at Wrigley would fit.” Or at the Cell. I can see it…Mini Abe in the bleachers with his forehead in his hands saying “Arghhhhh….”