Celebrities are better than us. There’s no escaping it – they just are. Look at them, better looking, thinner, funnier, happier – all of it. Whatever the reality is immaterial. Sure they have better lighting, scriptwriters, makeup, trainers or heck, even luck the point is they draw a crowd. We can fight the reality or look for holes in them or find fault but really we only slag them because we wish we were like them and it’s much easier to find reasons why they’re so undeservedly famous and we’re not.

We puff and pop and bluster about them but still trip over young kids to get autographs, or photos or seats next to famous folks. It’s like they’re an attraction we might never see again. Taking pictures or getting scribbles from them let’s us prove to folks that not only did we actually see them in real life but that for just one moment, they acknowledged us. The light that belongs to them was ours for even the briefest of moments.

“You met (insert random famous person)? You’re so lucky. What’s he really like?”
“Well, okay I guess. A little shorter than I imagined.”
“Does he like cheese?”
“Y’know, I forgot to ask.”

Anyway, advertisers have known this about little truism for centuries as they routinely take their lame little products and ritualistically prop them up alongside famous folks, hoping against hope that the sunshine shining brightly on them will bleed just enough warmth to help sell what they currently have on offer. Whether it was Moses for hammers or Caesar for salad (okay, maybe not them but I bet there were guys around them thinking more than once about asking) celebrities and advertising go together like Charlie Sheen and a 12-step program (see, that’s only funny ‘cause he’s a celebrity).

Faced with having to sell one of the most beautiful provinces there is in Canada, BC Tourism ginned up a celebrity showcase for itself not seen since Governor Arnold wrangled his Hollywood pals to stump for the state of California. Surely you remember those spots – the famous actresses, golfers, Clint Eastwood, Rob Lowe, Arnold and Maria – the whole bunch being witty about the easy life in Cali. Well, now it’s BC’s turn and it seems our province has a little famous firepower of its own.

The music starts and we jump right in at famous, seeing a tiny little red-shirted Michael J. Fox standing amongst the old growth forest now synonymous with BC. He speaks: “It’s big.” Cut to an amazing shot of two folks (assumably famous) in the bell tower of Mission Hill – then Sarah McLachlan by the ocean – “It’s beautiful.” More stunning shots, water, trees just as we hit an ever so ruggedly hunky Ryan Reynolds on a brick deck by a river “It’s laid back.” More beauty, more pastoral shots before we hit wine country and a decked out Kim Cattrall “It’s sophisticated.” As we grab some city shots next. Back to Sarah, now seated by the ocean “It’s doesn’t get more west coast than this.” Killer whales blowing water into the air as gulls scream. Back to Kim “Some call it British Columbia Canada.” Then Steve Nash on a rooftop “But we call it….” Here it comes, are you ready……Ryan Reynolds again…..”Home.” Horses, sunsets, more pictures, then Eric McCormack (Will and Grace guy) “British Columbia, 2010” with some lighting up Olympic Rings, natch only to rest finally on little Michael J. “You gotta be here.” As we wind down through golf, skiing, native dancing and whatnot. We’re told to go to HelloBC.com to plan our next vacation. Well alright then.

Look, it’s easy to mock this ad but in truth it was really well done. See for yourself here.

You Gotta Be Here in 2010

What’s so wrong with using a little celeb firepower to shift the eyes of the world in our direction? It may seem nonsensical that something becomes more interesting just because someone famous is willing to vouch for it but isn’t that why we sometimes choose to buy one thing over another? If you’re lucky enough to have good old Alex P.Keaton, Marty McFly and Stuart Little all rolled up into one and willing to pimp your province that’s exactly the kind of endorsement you want. In fact, it would be pretty stupid not to. Hmmm. I wonder if they did a brochure with all these guys...maybe I could get them to sign it for me. That would rock!