Controversial Tourism Commercial Creates Drama in New Mexico

by Michele Cheplic | More from this Blogger

28 Nov 2007 12:39 AM

I'll admit the first time I saw the state funded commercials aimed at attracting travelers to New Mexico I laughed---a lot.

The 30-second ads feature creepy looking reptilian spacemen dressed like tourists with the tag line "New Mexico--the best place in the Universe."

Anyone who knows anything about the state realizes the campaign pokes fun at New Mexico's famous connection to aliens. Most notably the fact that in 1947 the U.S. military said a weather balloon crashed in a Roswell desert, but the overwhelming consensus by residents (both past and present) is that it was a UFO. Since then the legend of aliens inhabiting the area has grown into a cottage industry, complete with an annual festival, museums, and dozens of souvenir shops selling UFO-related items. The only problem is the ad makes no direct reference to the legend.

So, now there's a war raging between the ad's creator (who, incidentally, was paid with state funds) and tourism officials.

Critics are irate that instead of highlighting New Mexico's picturesque desert landscapes, or centuries-old culture, the ads feature, what they consider "drooling, grotesque office workers from outer space chatting about their personal lives."

The commercials are currently airing in San Diego and Minneapolis, two cities with direct flights to New Mexico. I viewed them online and as I mentioned earlier I did chuckle a bit at the sheer absurdity of the entire concept. Unfortunately, some state tourism officials don't find the ads funny at all. In fact, large numbers of them maintain the joke is on New Mexico and added that the ads are a possible threat to the well being of the state's $5.1 billion tourism industry.

Critics say the commercials do nothing to showcase the state's greatest assets. As for the aliens, tourism officials say they are fine, but question why the creatures need to look like "they're going to suck your brains out."

Take a look at the ad yourself. What do you think? Did you cringe or chuckle?

Related Articles:

Welcome to Roswell

Up, Up And Away--Traveling To A Hot Air Balloon Festival

Seasonal Travel: Spending Thanksgiving in New Mexico

Fall Festivals From Coast to Coast

Learn more about Michele Cheplic

Michele Cheplic was born and raised in Hilo, Hawaii, but now lives in Wisconsin. Michele graduated from the University of Wisconsin-Madison with a degree in Journalism.

View Full Profile | More from this Blogger