As a lifelong Massachusetts resident, I’ve lived with the perpetual mix of embarrassment/pride associated with the MA tourism campaign from the 80’s that just won’t die; it’s been a long-running joke among MA residents (and other New Englanders) for decades, and lest we forget the maddeningly catchy and sickeningly sweet “The Spirit of Massachusetts is The Spirit of America” song that accompanied the commercial, we need only drive down the street to see the phrase “The Spirit of America” plastered on virtually every license plate in the state. And suddenly, we’re humming the song all over again in a sick, sad, hyper-patriotic deja vu.
In case you have no idea what I’m talking about and want to subject yourself to the flag-waving wonder that was this campaign, here’s a video of the retro commercial:
What could possibly ever top that? Well, nothing (in my humble opinion) ever has, but I think I have finally stumbled across a song and video rabid enough in their (rather erotic) love of the Bay State to finally give this classic campaign the fitting follow-up it so deserves. The song is called, simply, “Massachusetts”, and is performed by the Norwegian band Ylvis, the geniuses who had you singing the question “What does the fox say?” in maniacal repetition only a few short weeks ago.
Massachusetts, your search (assuming there is one) for a new tourism campaign has come to a close. I have found it for you. You’re welcome.