Could we have asked for a better start to the year than our star-studded Visit California ad debuting nationally at the Super Bowl? Maybe if it had come in as AdForum’s #1 ad worldwide…😉 We went behind the scenes of this shoot with Little Black Book, got a Shots shoutout, and built the hype with AdWeek – see coverage below.
California is a huge state with tons to offer visitors, and a new campaign that will run before the Super Bowl showcases the varied scenery and destinations in the Golden State, from the beaches to the mountains and everything in-between.
Considering the Super Bowl takes place this year at SoFi Stadium in Los Angeles, the state decided to put together a star-studded commercial, taking viewers on a whimsical joyride in a pregame ad on NBC.
The ad was made in partnership with the tourism organization’s agency of record The Shipyard and Superprime Films and directed by Rodrigo Valdes. “Am I Dreaming?” features a woman soaring through California’s most scenic areas, from San Diego and Hollywood to the redwoods of Santa Cruz and Yosemite National Park. “Alice” encounters a few stars along her dreamscape journey, including Mario Lopez, who takes her on a ride in a convertible, San Francisco Giants player Brandon Crawford, who catches her high above the Golden Gate Bridge, and Anthony Anderson, who welcomes her to the state.
The spot is set to the Queen song “Don’t Stop Me Now.”
Visit California is investing more than $22.1 million in the campaign, and it will mark the state’s first time advertising alongside the big game, kicking off a two-month run that will include other high-profile programming such as the Winter Olympics.
“California is open for business, and we welcome everyone who wants to live out their dreams,” said Visit California president and CEO Caroline Beteta in a statement. “Tourism plays a critical role in California’s economic vitality. Inspiring Americans to plan a visit in 2022 is paramount to the Golden State’s comeback—and there’s no bigger stage for this message than the Super Bowl.
The inspiration behind the commercial comes from the heart of California’s “Dream Big” tagline, as a destination filled with possibility.
“Dreaming big is what California is all about,” Shipyard executive creative director Kerry Krasts said in a statement. “We aimed to bring a rip-roaring, joyride of a flying dream to life—taking viewers on an imaginative journey through the state’s abundance of stunning landscapes that are the star of the show.”
