'MiniAbe' Explores More of Illinois, and Couldn't Be More Whoa-ed | Adweek 'MiniAbe' Explores More of Illinois, and Couldn't Be More Whoa-ed | Adweek
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'MiniAbe' Explores More of Illinois, and Couldn't Be More Whoa-ed JWT brings back the wee emancipator

If you were a miniature version of Abraham Lincoln, you'd be super excited about modern Illinois, according to the state's tourism campaign, which has brought back MiniAbe for another round of quirky sightseeing.

It sort of makes sense, if you're arrogant enough to compare yourself to one of history's (and the state's) great figures but also humble enough to think of yourself as merely a downsized plastic replica.

MiniAbe channels Joey Lawrence in the new spot, from JWT Chicago, as he utters "Whoa" wherever he goes. The approach also makes the footage of tourist locations a little more rewarding than your average vanity shots. It's hard not to wonder though, if MiniAbe isn't a distant relative of whoever's driving London's little yellow street-cleaning submarine.

The "Be More Whoa-ed" campaign launched Monday in 16 U.S. markets and will reach the U.K., Germany, Canada and national cable later this spring and summer. A second spot in the spring campaign will break in early May.

Credits below.

CREDITS
Client: Illinois Office of Tourism
Deputy Director: Jen Hoelzle
Assistant Deputy Director: Jan Kemmerling
Marketing Manager: Lisa Link

Agency: JWT, Chicago
Executive Creative Director: Dan Bruce
Creative Director, Copywriter: Gary Korrub
Creative Director, Art Director: Terra Hambly
Executive Producer: Alec Pinkston
Agency Producer: Carolyn James
Group Management Director: Erin Clark
Senior Account Director: Brendan Riley

Director: Seth Henrickson
Production Company: Odd Machine
Editor: Steve Morrison
Director of Photography: Seth Henrickson
Sound Design: Eric Cauwels, Chicago Recording
Media: Maxus

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