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

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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.