“We have lost our way. Machinery that gives abundance has left us in want.” -Charlie Chaplin
Minneapolis agency, Colle McVoy, tapped one of film history’s most famous speeches (from Charlie Chaplin’s 1940 film The Great Dictator) to help win the hearts and minds of the Jackson Hole Travel and Tourism Board.
But will the commercial appeal to skiers and other travellers? Let’s see…
“Sometimes new business pitches are very stoic. We presented that video, and there were tears,” group creative director Dustin Black told Adweek.
“We look at it as a little bit of a rallying cry. We want to keep this place wild,” said Kate Sollitt, executive director of the Jackson Hole Travel and Tourism Board.
The voice over is clearly political in nature, particularly so when you know the speech and what the film is about. Chaplin rails against fascism in this speech and declares that we are not machines, we are men.
“Stay Wild” is a rallying cry that needs to be heard today, and not just in commercials. Automation is not always the right answer, whereas being in touch with our humanity is.