These days, the big budget, irreverent and sometimes groundbreaking ads that run during the Super Bowl are as highly anticipated and talked about as the big game itself.
That’s why Ecuador’s decision to run a 30-second spot promoting its “All You Need is Ecuador” tourism campaign is generating some buzz. The $3.8 million spot marks the first time that a foreign country has advertised its tourism offerings during the game. It also marks the Super Bowl debut of the Galapagos Islands.
The ad, a video montage set to a cover of The Beatles’ classic “All You Need is Love,” is a serious departure from the typical Super Bowl fare of talking animals and self-mocking celebrities. It features beautiful scenes from around the country, with a special emphasis on the wildlife of the Galapagos. It opens with a Galapagos giant tortoise ambling through the grass and includes a scene of Galapagos sea lions lolling in the surf.
According to Adweek, the spot was a regional buy, and was only seen in select large U.S. markets, including Miami, New York and San Francisco.
The “All You Need is Ecuador” campaign launched last year and, according to Ecuador’s government, has boosted foreign visitation by 14% so far.
“Our small country offers travelers a large array of outdoor adventures, from beautiful beaches on the Pacific Coast, to the Andes Mountains, to the Amazon rain forest, to the Galapagos Islands,” Nathalie Cely, Ecuador’s ambassador to the U.S., said in a statement. “It’s everything you need and all in one place.”
Did you see the ad during the game? If so, what did you think? You can watch below if you missed it or want to see it again.
