“You’re Meeting With A Sea Creature Now” Is A Great Line (Even Though It Overpromises)

Are you planning a beach getaway? Hilton Head Island wants you to Escape the Usual.

“Cross the Bridge. Escape the Usual.” is a spot on tagline for this island of planned and gated communities. I used to live and work on the mainland side of the bridge to Hilton Head. The fact that there is just one bridge to this playground adds to the island’s exclusive nature. And exclusivity is by definition other than “the usual.” But I digress.

The ad from Ogilvy/NY debuts today during The Heritage on the Golf Channel, and will run on CBS this weekend, as the coverage moves to network TV.

In related news, 18 months have passed since Verizon decided to not renew its sponsorship of this historical stop on the PGA tour and still no corporate sponsor has shown much interest in picking up top billing.

According to Bleacher Report, new South Carolina governor Nikki Haley and the South Carolina state government know what the tournament means to the area–it’s been held at Harbour Town in Sea Pines since 1969–and have pledged to join the search for a new title sponsor for the event.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.