The California Travel and Tourism Commission (CTTC) will debut a new TV commercial this month. The 30-second spot, titled “Serious Business,” was produced in conjunction with Sacramento-based MeringCarson and is scheduled to launch nationwide on Sept. 28. It will also run in Canada and the United Kingdom. The commercial is a refresh of last year’s “Work” spot, featuring seven new scenes, new music and a different tag line. It continues to use a tongue-in-cheek approach, with the notion that, for Californians, play is serious business. Among celebrities is model Marissa Miller, who opens the spot with, “People think life in California is all fun and games,” to which comedian Jay Leno responds, “But it’s really serious business,” while serious business plays out as paddle boarding, snowboarding, jogging and skate boarding. Professional dog trainer Cesar Millan also makes an appearance, saying, “We run with the big dogs”; and director Mc G quips, “Everything’s a huge production,” while on a movie set. Also making an appearance is professional soccer player David Beckham, who encourages consumers to play California-style with his response to the line “It’s a dirty job” with “But someone’s gotta do it.” The commercial ends with CTTC’s call to action: “Start your trip at VisitCalifornia.com.” The spot’s price tag, for production and the media buy, is upwards of $15 million. In the United States, viewers can catch the spot via national cable networks, including Bravo, Comedy Central, ESPN, Fine Living, Food Network, Fuel, Golf Channel, HGTV, Lifetime, National Geographic, Spike, TBS, TLC, TNT, Travel Channel, USA and Versus. California tourism officials expect that “Serious Business” will follow in the footsteps of “Work,” which generated $263 for every dollar spent on its production. For more information, call 877-225-4367 or visit www.visitcalifornia.com.

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