Friday, February 18, 2011
California Travel and Tourism Commission Uses A Talent Line-Up Including Kim Kardashian and Betty White to Shatter California Myths In Their New TV Advertisement.
California is the land of legend: doesn't everyone drive a convertible, own a winery, surf, live in a bikini or act like a rock star?
Well, not everyone - and the California Travel and Tourism Commission's (CTTC) new "Misconceptions" television advertisement pokes fun at many of these stereotypes, while showcasing the state's abundance of attractions for visitors.
Following on from CTTC's first Australian TV spot, "Serious Business" which was launched in September 2010, the new advertisement again features an all-star cast including Betty White, Kim Kardashian, Olympic skier Shannon Bahrke, chef Michael Chiarello, LA Philharmonic conductor Gustavo Dudamel, and musicians Jonas Brothers and Jason Mraz.
"We're encouraging travellers to 'find yourself here' in California," said Caroline Beteta, CTTC president and chief executive officer. "And we've chosen personalities for this campaign that represent the California lifestyle in world-class sports, great cuisine, the outdoors, music and entertainment."
Launching across Australia's commercial networks Seven and Ten on Sunday 20 February 2011, the ad features locations around California from Squaw Valley ski slopes to San Diego beaches, the Golden Gate Bridge to the redwoods, and wine country to Venice Beach. Spectacular scenery and friendly faces abound.
"'Misconceptions' brings together some of the most famous icons in pop culture celebrating the vast diversity of the California experience," said Beteta. "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."
About the cast:
• Betty White has won seven Emmy awards and received 20 Emmy nominations over the course of her career, including being the first woman ever to receive an Emmy for game show hosting. In May 2010, she became the oldest person to guest-host "Saturday Night Live," for which she also received a Primetime Emmy Award.
• Kim Kardashian is a television personality, producer, actress and model, known for her family's E! reality series, "Keeping Up with the Kardashians." Kim has launched multiple fragrances, guest starred on numerous shows and competed on ABC's "Dancing with the Stars."
• American pop boy band the Jonas Brothers have sold more than eight million albums worldwide, having gained popularity from the Disney Channel. Brothers Kevin, Joe and Nick also starred in the Disney Channel original movies Camp Rock and its sequel, Camp Rock 2: The Final Jam. And in 2008, the group won the Breakthrough Artist Award at the American Music Awards.
• Jason Mraz's stylistic influences include reggae, pop, rock, folk, jazz, bossa nova and hip hop. With "Make It Mine" and "Lucky," Jason won two awards for Best Male Pop Vocal Performance and Best Pop Collaboration with Vocals at the 2010 52nd Grammy Awards. Jason owns an avocado farm in Northern California.
• Two Olympic medals (bronze in 2010 and silver in 2002) crown Shannon Bahrke's freestyle skiing career. Bahrke started skiing at the age of three and has been a member of the U.S. Freestyle Ski Team and three Olympic teams (Salt Lake City, Torino and Vancouver Winter Games). She is the founder of Silver Bean Coffee.
• Michael Chiarello is an award‐winning chef, Emmy‐winning Food Network host, tastemaker behind the NapaStyle retail company, highly rated vintner and noted cookbook author. Throughout his career, Michael has combined his Southern Italian roots with Napa Valley living to pioneer culinary and lifestyle trends.
• Gustavo Adolfo Dudamel Ramírez, 29-year-old Venezuelan conductor and violinist, is currently music director of the Los Angeles Philharmonic; principal conductor of the Gothenburg Symphony in Gothenburg, Sweden; and artistic director of the Orquesta Sinfónica Simón Bolívar in Caracas, Venezuela.
"Find yourself" in California by viewing "Misconceptions" at www.visitcalifornia.com.au/misconceptions.