Legendary anchorman Bill Kurtis is a man's man. Just ask Ron Burgundy … or the Illinois Office of Tourism.
A new campaign from JWT Chicago features Kurtis, a veteran Chicago journalist best known today for hosting cable crime shows like Investigative Reports, Cold Case Files and American Justice. This time we see a new side of Kurtis, pitching his home state as an ideal destination for "mancations"—getaways that focus on stock car driving, gambling and—wait, wait… don't tell me—golf.
These trips are cast as reciprocation for womanly leisure activities like book clubs, because, the argument goes, if a guy suffers in the name of love through a sentimental novel, he should be rewarded.
Kurtis oozes charisma, and the message is certainly more down to earth than the zany miniature replica of Abraham Lincoln the state has been using to appeal to potential visitors. The world didn't really need another advertising portmanteau, but the real risk for the brand is that Kurtis's outsized personality eclipses a concept that, at its core, doesn't add much new to the resurgent trend of testosterone-drenched advertising.
Then again, if a person in a bear suit playing a bugle comes standard with vacations to Illinois, sign me up.
Agency: JWT, Chicago
Executive Creative Director: Dan Bruce
Creative Director, Art Director: Terra Hambly
Copywriter: Mike Beamer
Group Managing Director: Erin Clark
Account Director: Sarah Brick
Account Executive: Kyle Piazza
Production and Postproduction:
Director: Dan Bruce
Production Company: One
Executive Producer: Lisa Masseur
Senior Producer: Sarah Slevin
Line Producer: Alison Ginsburg
Director of Photography: Kyle Bainter
Editing Company: Optimus
Producer: Tracy Spera
Editor: Craig Lewandowski
Assistant Editor: Ben Winter
Audio, Sound Design: Marina Bacci
Logo Animation: Tyler Nelson
Explosion Animation: BlinkFarm