South Dakota's new tourism ad brags that unlike Mars, it is 'abundant in oxygen'

South Dakota has a new ad campaign, comparing itself favorably to Mars

(Image credit: South Dakota GOED/YouTube)

published 22 April 2015

Let it never be said that South Dakota doesn't have a sense of humor — or self-awareness about how desirable a place the Mount Rushmore State is to out-of-state visitors and potential transplants. A new state ad campaign launched this week, for example, asks "Why die on Mars when you can live in South Dakota?" It's a fair question, and South Dakota is at least partly serious.

"We think Mars has what South Dakota wants — thousands of people lining up to live there," Pat Costello, head of the Governor's Office of Economic Development, explained to CNNMoney. "So we decided to have a little fun with it." As to what kind of people South Dakota is courting, the ad features photos of folks hunting, fishing, enjoying outdoor music festivals, and exploring nature; it describes the state as "progressive, productive, and abundant in oxygen." Martians, it seems, need not apply. Watch this gem of self-deprecation below. —Peter Weber

Subscribe to The Week

Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

SUBSCRIBE & SAVE

https://cdn.mos.cms.futurecdn.net/flexiimages/jacafc5zvs1692883516.jpg

Sign up for The Week's Free Newsletters

From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.

Explore More

Peter has worked as a news and culture writer and editor at The Week since the site's launch in 2008. He covers politics, world affairs, religion and cultural currents. His journalism career began as a copy editor at a financial newswire and has included editorial positions at The New York Times Magazine, Facts on File, and Oregon State University.

Subscribe to The Week

Sign up for The Week's Free Newsletters

Sign up for Today's Best Articles in your inbox