The state of California wants us to come visit unless, of course, you already live there. Then I guess they want you to stay.
California has more people leaving than any other state, so I’m not surprised this commercial keeps reappearing (March 2023 update: they have a new commercial asking for visitors). Ironically, I saw the ad in Florida, which is where many of those Californians are going. So basically, California is great to visit and horrible to live in. Got it.
For production value, I give this commercial a 10 out of 10. The song is “Don’t Stop Me Now” by Queen. The imagery and editing are both fantastic, showing that geologically (and geographically?), California is beautiful. Beaches, mountains, wildlife, forests, cliffs, so much natural beauty. There are a few celebrities in the ad, too, like Mario Lopez (in the Corvette), baseball player Brandon Crawford, and at the end appears Anthony Anderson.
The lead in the ad is actress Austin Boyce. Check out her website for a few of her impressive credits and follow her on Instagram @mavoflav where you can see a behind the scenes clip of her commercial performance and more!
For sensitivity, I give the ad a 4 out of 10 because there are a handful of distasteful moments. Namely, showing someone jumping out of a high-rise building, Alex just wearing a towel (for no apparent reason), and being chummy with a grizzly bear. I understand the draw of random clips that might help the ad be memorable for viewers, but definitely don’t talk to big bears. Also, why is she wrapped in a towel on a talk show? That was more out of left field than any other clip.
It’s California. Most of us know, as a nod to the commercial, that “dream big” also means bring a “big wallet” because everything is twice as expensive as anywhere else. Go visit, I know I’d love to sometime soon! But buy a two-way ticket so you can get outta there before your reality is less dreamy and more of a living nightmare.
See you tomorrow!
-Out of the Wilderness