Consider how absolutely lame it is for the government to use a slogan like "We are the youngest and coolest province" when describing Newfoundland and Labrador.
After all, as Bond Papers is fond of saying, if you have to tell them, then it obviously isn't true.
Paris doesn't have to market itself as a "cool" city.
It is.
So on this hump day - maybe we should call it Danny Day - put your mind to work and see if you can think of a simple 30 second commercial that would grab attention and promote the province but without actually saying something as poseur-ish as Danny's latest sound bite.
And while you're doing that, consider these two car commercials as a sort of inspiration to help you think outside the box.