Self-awareness is a virtue. And in a country where James Franco is a working professor, and Oreos masquerade as poultry, a little candor is always a good thing. Fortunately, we can take cues from the state of Nebraska, which launched a new, delightfully deadpan slogan this week: “Honestly, it’s not for everyone.”
The tragically unappreciated state, which has consistently taken last on national tourism rankings of the 50 states, just wants to be honest with you. The whole charade is a little like marketing a new sports drink to athletes as “Just a placebo!” or a new restaurant as “Fine, but dark and loud!”
The marvelously self-deprecating new campaign, revealed at a Nebraska City conference on Wednesday, is an attempt to feed the area’s decrepit tourism industry. And apparently, the state’s prior slogans (Nebraska Nice, America’s Frontier, Nebraska... The Good Life), were not doing the trick. This should come as no surprise to anyone who has ever been a consumer of anything.