South Dakota tries new branding: We're better than Mars
South Dakota's way of attracting millennials is, let's say, out of this world. In an attempt to re-brand the state, South Dakota's government -- with the help of a marketing firm -- has launched a new ad campaign with a simple, albeit bizarre, message: Moving here is better than moving to Mars.
"Mars. The air not breathable. The surface: cold and barren," the commercial begins. "But thousands are lining up for a chance to go there and never come back."
But wait just a minute, would-be Mars rovers. Have you considered South Dakota?
The narrator makes the pitch: "South Dakota. Progressive. Productive. And abundant in oxygen. Why die on Mars when you can live in South Dakota?"
Watch the ad at https://youtu.be/HrX8OTFSFZI and read the story behind the ad's creative process at http://fxn.ws/1GfSOHf