‘MiniAbe’ Explores More of Illinois, and Couldn’t Be More Whoa-ed

JWT brings back the wee emancipator

If you were a miniature version of Abraham Lincoln, you'd be super excited about modern Illinois, according to the state's tourism campaign, which has brought back MiniAbe for another round of quirky sightseeing.

It sort of makes sense, if you're arrogant enough to compare yourself to one of history's (and the state's) great figures but also humble enough to think of yourself as merely a downsized plastic replica.

MiniAbe channels Joey Lawrence in the new spot, from JWT Chicago, as he utters "Whoa" wherever he goes. The approach also makes the footage of tourist locations a little more rewarding than your average vanity shots. It's hard not to wonder though, if MiniAbe isn't a distant relative of whoever's driving London's little yellow street-cleaning submarine.

The "Be More Whoa-ed" campaign launched Monday in 16 U.S. markets and will reach the U.K., Germany, Canada and national cable later this spring and summer. A second spot in the spring campaign will break in early May.

Credits below.


Client: Illinois Office of Tourism

Deputy Director: Jen Hoelzle

Assistant Deputy Director: Jan Kemmerling

Marketing Manager: Lisa Link

Agency: JWT, Chicago

Executive Creative Director: Dan Bruce

Creative Director, Copywriter: Gary Korrub

Creative Director, Art Director: Terra Hambly

Executive Producer: Alec Pinkston

Agency Producer: Carolyn James

Group Management Director: Erin Clark

Senior Account Director: Brendan Riley

Director: Seth Henrickson

Production Company: Odd Machine

Editor: Steve Morrison

Director of Photography: Seth Henrickson

Sound Design: Eric Cauwels, Chicago Recording

Media: Maxus

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