Discover Los Angeles is promoting the message that everyone is welcome to its city in a new ad in which diversity and inclusivity play a central role.
The spot shows people of different races, cultures, sexualites and abilities enjoying life happily in L.A. with the city as a backdrop, accompanied by the motif of rainbow-colored paper planes. Vignettes include a woman in a headscarf skateboarding, a same-sex kiss and a transgender woman taking a photo of an Indian family.
Silver Lake local Father John Misty's song, "Real Love Baby," serves as the spot's soundtrack and Layla Shaikley, founder of the #mipsterz movement, also appears in the spot. Several others in the ad were street-cast as they saw it being filmed, and the film also highlights six pieces of street art, all from local artists including Shepard Fairey.
The film was created by Discover Los Angeles' in-house creative agency and produced by Bastard, the production arm of creative agency Mistress, which was behind a previous spot from Discover Los Angeles that aired on Super Bowl day.
Discover LA indicated that the spot has been created in response to the "perceived 'anti-welcome' sentiment in the US" and cited data that shows that L.A. County could suffer a three-year loss of 800,000 international visitors, totaling a potential loss of $736 million.