Underselling the state on purpose.
Yesterday we looked at some grand tourism ads for Wyoming. Today, let’s take a peek at a tourism campaign that’s more humble, at least on the surface — Wieden+Kennedy Portland’s new ads for its home state of Oregon.
States spend a ton of money trying to find the perfect line that sums up their identity and everything they have to offer. Which is why W+K’s new slogan for Oregon is refreshingly simple and to the point: “We like it here. You might too.”
Of course, it’s a more sophisticated line than it seems. It sells the state’s grandeur by pretending it’s the opposite — more homey than grand. A raft of 15-second spots play up this gap with wry voiceovers in which many of the state’s impressive attractions — Crater Lake, Willamette Valley, Alvord Desert — are presented in “Yeah, they’re OK, I guess” fashion…
