Florida has a new tourism ad campaign that instructs would-be visitors to perform various verbs on their "Florida side," such as "embrace," "awaken," or "abraza your Florida side." It's one of those slogans that makes less and less sense the more you think about it. What is a Florida side? We're not sure.
Phonetically, it makes us think of "Floridicide." As in the killing of a Floridian. Not sure if that's the best message to be sending to the rest of the world.
We don't expect much from tourism campaigns, but we do expect that they display the actual destination advertised.
The Orlando Sentinel points out that the campaign's website admits that one of the stock images used in the campaign wasn't actually shot in Florida.
"It has since come to our attention that one of the stock images the ad agency selected for use in the campaign was not shot in Florida waters. While this picture of a man sailing a boat in open waters has no geographically defining indicators, DDB Miami regrets the error. We have taken steps to ensure all imagery moving forward reflects the beauty and splendor that is uniquely Florida."
However, the website does give us clues to what an actual "Florida side" is.
"It's the part of you that yearns for sandy beaches, romantic sunsets, naps under a palm tree, Bermuda shorts, manicured putting greens, and no BlackBerry."
They are aware that Bermuda shorts are named after Bermuda, aren't they? That they don't reflect "the beauty and splendor that is uniquely Florida."
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Or maybe it's the side
that likes to bust out the tenth-grade Spanish.
Because there's nothing more that Florida's Spanish-speaking population likes to do than humor Midwesterners in Hawaiian shirts as they repeat the five words they remember from high school Spanish over and over again.
"Me llamo Kieth. Yo amo a mi gato. Abraza?... Oh, no I think I've offended her. Mary, get out the BlackBerry and call 911. What do you mean you left the BlackBerry at home?"