Ad of the Day: Brand USA

Roseanne Cash sings for America in the country's first major tourism campaign overseas

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It's a daunting client to have—the United States of America. And yet, undaunted, JWT this week unveiled the first comprehensive tourism marketing campaign for the U.S. aimed at overseas visitors. And the results are … about what you'd expect.

Which isn't to say, bad. Trying to capture a nation of America's size, complexity and diversity in a 60-second TV spot is an impossible task. Naturally, you're going to end up with imagery and themes you've seen hundreds of times before—America quickly turned to Americana, and wrapped in the gauze of unreality common to tourism spots everywhere.

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