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Kentucky Kicks Ass: The ass-kickingest video and marketing campaign in the history of our Commonwealth

by Melissa Chipman

Good morning!

Go look out your window.

Has the world ended?

Does it look like it might end in the next five minutes or so?

No? Good.

So you have time to watch this crazy and crazy-funny (and mildly profane, depending on whether you think “ass” is a profanity or a run-of-the-mill noun) video from Kentucky for Kentucky.

Watch it now. I mean it. We’ll wait.

So. Turtle Man. I have no words ….

The Kentucky for Kentucky guys have been around for a while now.

These Lexingtonians, Whit Hiler of Cornett-IMS and Griffin VanMeter of Bullhorn Creative, launched an unsuccessful bid to raise $3.5 million on Kickstarter last year in order to produce a 2012 Super Bowl ad for the state of Kentucky. The campaign may have failed, but they got 576 backers who together pledged upward of $122K on the crowd funding site. Not too shabby.

Now they appear to be aiming lower, moneywise, and higher, impact-wise (and maybe lower brow-wise) by campaigning to change the commonwealth’s slogan from “Unbridled Spirit” to “Kentucky Kicks Ass!”

According to their new website: “Our mission is to engage and inform the world by promoting Kentucky people, places, and products. And to Kick Ass for the Commonwealth!”

Does the Commonwealths current slogan “Unbridled Spirit” best describe Kentucky? Sure it’s clever (Unbridled Spirit = horse + bourbon), but does it make you want to visit Kentucky? Would you ever wear it on a shirt? Would it ever be big in Japan? Probably not.

Go ahead and Google the commonwealth’s current tag line “Unbridled Spirit,” the first results in Google are for horse back riding lessons in San Antonio Texas. That’s no bueno.

So why in 2004 would the commonwealth of Kentucky use your hard earned tax dollars, half a million of them, to develop the “Unbridled Spirit” brand for Kentucky?

Kentucky for Kentucky’s been tasked to develop a viable brand and tag line for the great Commonwealth of Kentucky. Our goals are simple: we’re going to increase tourism, attract new business, foster pride, diminish stereotypes, unify the commonwealth and distinguish Kentucky from any other place on the planet.

  • Step #1: We talked to some of the coolest, most admired, most kick ass Kentuckians (and a few non-Kentuckians). How would you best describe Kentucky in a few words?
  • Step #2: We partnered with Cricket Press and went to work on developing this tag-line into a kick-ass logo.
  • Step #3: Along with your help, we’re gonna turn up the volume and let the world know:  KENTUCKY KICKS ASS!

Spread the word.

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