New York Debuts Pro-Business Pitch With Spike Lee and Robert DeNiro | Adweek New York Debuts Pro-Business Pitch With Spike Lee and Robert DeNiro | Adweek
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New York Debuts Pro-Business Pitch

Shot by Spike Lee, with a voiceover by Robert DeNiro
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Some of New York’s most prominent entertainers are associated with new ads aimed at growing business in the state. Governor Andrew Cuomo has just unveiled “The New New York Works for Business,” campaign, shot by Spike Lee and featuring voiceover work by Robert DeNiro and the song “Empire State of Mind” by Jay-Z and Alicia Keys.

The six commercials, produced by BBDO for Empire State Development, are part of the state’s “Open for Business” initiative which has received $50 million in marketing funding. A lead spot serves as introduction to the state’s new attitude toward business. It cites early New York accomplishments before admitting the state lost its competitive edge and is now working to regain it. The commercial uses historical black-and-white footage of railways and skyscrapers which transitions into modern color shots of examples of the state’s commitment to technology and its entrepreneurs. Those latter stories are told in four  30-second vignettes about New York businesses like Fage Greek yogurt; Smith Electric Vehicles, the Global 450 Consortium and BAE Systems. The ads will run across the state and on national TV networks.

In addition to the “The New New York Works for Business" TV campaign, the state has also launched a new related website offering access to information about business assistance available from New York.