“Discover Aberdeen”—whew! For a moment, I was afraid they were going to say, “Discover the Unexpected!”
The video presents pretty much what you’d expect in Aberdeen: hunting, ice-fishing, snowmobiling, bicycling, dining, shopping, guns, a parade, basketball, the carnival rides, and Storybook Park. Alas, Production Monkeys left out the world headquarters of Dakota Free Press. But hey: folks don’t need to come to Aberdeen to enjoy the best blog in South Dakota, so I’ll let the omission slide… this time.
The video runs 55 seconds—tighter than the Brookings video featuring Mayor Tim Reid… although that Brookings video was shot to invite the President to visit, not to fit into a TV ad slot. The Aberdeen ad appeals to every group’s attention: men and women, old and young, outdoorsy and indoorsy, shoppy and shooty… as long as those groups are white. I’ve seen people of color around town—remember, foreign immigrants make up 85% of the workforce at Aberdeen’s Molded Fiber Glass—but I didn’t see one in this video, not even in the crowd shot at the basketball game. Like the Governor’s Office of Economic Development, this video ignores the large audience of folks who don’t look like us on whom our economic future seems to depend.
Will this video bring a stampede of tourists and workers to Aberdeen? Commentariat, the floor is open for your artistic and economic critique.