California has been celebrating its “Dream Big” creative platform for almost a decade, driving $14.4B in visitor spending. It’s a destination with an abundance of entertainment, nature, culture and flavors that are the envy of other states. As the world began dreaming of taking a vacation again, Visit California wanted to reenter the market in a way befitting its longstanding brand promise.

So we created a flying joyride through a wondrous California dreamscape, all set to Queen mega-hit “Don’t Stop Me Know”. Visit California agreed to make a big splash, buying broadcast and streaming during pregame of the Super Bowl (which was taking place where? Los Angeles), kicking off a two-month, multichannel campaign anchored by the new brand spot.