The California Travel and Tourism Commission (CTTC) will be launching a new television ad on Oct 11, 2010 called ‘Misconceptions’ which pokes fun at its own stereotypes with the help of an all-star cast of celebrities.
The cast includes Betty White, Kim Kardashian, Olympic skier Shannon Bahrke, chef Michael Chiarello, LA Philharmonic conductor Gustavo Dudamel, and musicians Jonas Brothers and Jason Mraz.
The basic premise of the ad is these celebrities pointing out California stereotypes – convertibles, surfing, bikini babes, rock stars, etc. – while doing exactly what they’re making fun of.
The ad begins with Kim Kardashian saying “People have a lot of misconceptions about California, but none of them are really true.” She’s shown lounging poolside in a bikini with a quantum physics book in her hands.
The celebs have spectacular backdrops to support them, from the Squaw Valley ski slopes to Hotel Del and Coronado Beach in San Diego, the Golden Gate Bridge in San Francisco, the redwoods, wine country and Venice Beach in Los Angeles.
Caroline Beteta, CTTC president and chief executive officer, said in a statement that “We’re encouraging travelers to ‘find yourself here’ in California. We’ve chosen personalities for this campaign that represent the California lifestyle in world-class sports, great cuisine, the outdoors, music and entertainment.”
Beteta added that “The broadest appeal of this ad is the compilation and contrast of these personalities together on screen. Much like these diverse celebrities, California has something for everyone.”
See the Misconceptions ad - www.visitcalifornia.com/misconceptions