Vladimir Jones Debuts New ‘Uncover Your Different’ Campaign for Tourism Santa Fe

 

By The Denver Egotist / /

With the launch VJ’s of Tourism Santa Fe’s new campaign, audiences will “see the city different” from the vantage point of social influencers on their first-time experiences there. Uncover Your Different channels the perspectives of influential photographers and creative professionals Jules Davies, Elliot Ross and Jay Carroll. Davies and Carroll also served as talent in the campaign as they discovered Santa Fe and the surrounding area. The work comes to life through print, connected TV, and organic and paid social media nationwide on an approximate 2020 budget of $1.5 million.

Comments

  1. Josh W. September 26, 2019

    “Uncover your different” sounds like a dick pic campaign. But, I guess “influencers” are kind of the dicks posing as creative ideas nowadays. Like all the Matador Network crap. Sigh.

    Kudos for pretty footage and nice music though. Santa Fe is a rad canvas even without a solid idea.

  2. Chad October 3, 2019

    Um, “uncover your different” sounds like the beginning of a sexual harassment story. Just saying.

  3. Ugg October 9, 2019

    The City Different? More the like The Concept Lacking. I hope the client only paid for production, because filming a bunch of influencers walking around a city is just lazy.

  4. Jane The Ripper October 11, 2019

    Having grown up in NM, and having seen the Nebraska campaign, I REALLY wanted to like these, but sweet mother of god these are as bland as Boulder’s take on green chile. As the commenter mentioned earlier, these might as well have been done by a production company. I hope “uncover your different” was forced upon them by the client, because that line should never have made it out of the building otherwise. Cliche to the max for a city that’s anything but.

    YES I KNOW “THE CITY DIFFERENT” IS THE CITY’S UNOFFICIAL NICKNAME OR SLOGAN OR WHAT HAVE YOU….BUT COME THE F ON, UNCOVER YOUR DIFFERENT? SERIOUSLY, DID AN ALGORITHM WRITE THAT? DID SOMEONE FORCE A BOT TO WATCH 1000 HOURS OF TOURISM ADVERTISING IN ORDER TO WRITE THESE SCRIPTS? Seriously, I hope so, cause that’d actually be a pretty great press release.

    Moral of this story: VJ needs to hire some creative talent. This was a huge missed opportunity, especially after the amazing Nebraska campaign. Santa Fe is having a moment right now and then this happened. Dang it, VJ you had me and you lost me. But I’m not giving up on you yet. Sorry for the rant, I just had to being a native of ABQ/Santa Fe.

    JANE OUT.

  5. Explained October 12, 2019

    An outside creative director named Kirk Ruhnke was brought in by Nebraska and he created the ‘Not for Everyone’ campaign.

  6. Jane The Ripper October 15, 2019

    If this is true, and judging on the podcast I just listened to, it probably is, this is a super sketchy move by VJ. Maybe they did the second year of the campaign and are riding the coattails of a great line? VJ’s website case study description sure doesn’t make it sound that way though.

    Does VJ have an official response here to set the record straight? Starting to think we shouldn’t trust anyone or anything named Vladimir.

  7. More Explained October 15, 2019

    It wasn’t the second year. VJ won the original AOR for Nebraska but kept delivering bland and typical Vladimir Jones level work.

    Like in the podcast, the client had to keep kicking the creative back. And back. And back.

    Eventually Nebraska Tourism just brought in their own guy who developed the now famous and lauded concept himself.

    VJ, I’m sure laid out ads based on this concept, but I think he even wrote most of the heavily used ads in the rotation.

    I think it will be interesting to see if Vladimir Jones enters this campaign in competitions like the 50 because this is, most definitely NOT their idea.

  8. DAMN YOU VLADIMIR October 15, 2019

    Bummer, I thought they were starting to turn into a more creative and conceptual shop after seeing that work and all the press it deservedly earned, but I was fooled. We were all fooled.

    DAMN YOU VLADIMIR.

  9. vladimir's disappointed father October 16, 2019

    if they submit the nebraska campaign to award shows and other media outlets, they better credit the freelancer who concepted and wrote it. they’ll get called the F out otherwise now that this information has been brought to light.

    photography and art direction is nice though, so i give VJ credit for that (assuming they executed it).

    either way, man, that’s gotta sting as an agency. but what are you going to do, not put the best work your agency has ever produced on your site, even though you had very little to do with it? i’d still include it and take “soft credit” for it though, so i don’t blame them at all. but i’d absolutely credit the minds behind the idea if it comes up. judging on all the press this received, that did not happen at all. then again, that’s not necessarily their fault.

    the question now is now that vj has “faked it in order to make it” can they do it again with other campaigns? certainly not the santa fe tourism campaign i just watched, but i’m not throwing in the towel on them yet. i’m still rooting for you, VJ but am super disappointed to learn the brilliant nebraska idea was completely outsourced.

    “i’m not mad, i’m just disappointed.”
    -vladimir’s father

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