‘Kah-li-fornia’ Governor ‘Wants Your Business’

LOS ANGELES The California Commission on Jobs and Economic Growth this morning launched its “Arnold Says” marketing campaign, conceived and produced by TBWA\Chiat\Day.

Lee Clow, the Playa del Rey, Calif., agency’s chief creative officer, is one of 42 business leaders involved with the nonprofit commission, organized in March 2004 by Gov. Arnold Schwarzenegger to attract employers and investors to the state.

“The celebrity of Arnold Schwarzenegger seems to be the most inviting way to have people think about their relationship with California,” said Clow, who spearheaded the shop’s pro bono effort.

“Arnold Says” made its debut in Las Vegas with the unveiling of a billboard featuring the smiling governor, arms folded and wearing a white T-shirt with the state flag on it. Text in large red letters reads, “Arnold Says: California Wants Your Business (Actually, he says Kah-li-fornia).”

The board also lists the commission’s Web site address in the lower left corner.

According to TBWA\C\D, identical billboards have gone up in San Francisco and Los Angeles, as well as in high-traffic locations in markets that aggressively lure California jobs: Phoenix, Chicago, Seattle, Boston, Dallas and Orlando, Fla. Clow expects that because the work conveys the governor’s energy and charm, the signage “will be effective in a nonthreatening, good-natured way.”

The commission has called for additional outdoor ads in several other markets, as well as direct-response and newspaper components.