“All You Need is Ecuador”

Written by: Maria Clara Cobo


Were $19 million dollars worth the cost?

              All You Need is Ecuador is a touristic campaign that begun on April 1st in 19 cities worldwide.  Its goal is to depict the country as an incredible tourist attraction internationally along the melody of the acclaimed song, “All You Need is Love” by The Beatles. According to Ecuador’s Ministry of Tourism, each of the letters depicted in the name of the campaign (All You Need is Ecuador), is located in 19 cities all around the world. It is estimated that Ecuador used about $19 million producing this commercial; out of this amount, $1.3 million were used to pay for the rights of the song.

            Numerous Ecuadorians are beyond contented with the final results of the commercial; nonetheless, many are also extremely disappointed and ashamed. This is mainly because for the past few years, the government has intended to promote Ecuadorian talent. Many laws have been created in order to achieve their objective, including the high increase of taxes in imported resources, and the requirement to play Ecuadorian music on the radios. So, why is the song, which represents our country, being a foreign song? Citizens are upset because while the government is pursuing to encourage national talent, they are wasting $1.3 million dollars for a British song to represent Ecuador internationally. In addition, many people find this commercial quite similar to the BBC’s campaign,Attenborough’s Wonderful World (http://www.youtube.com/watch?v=rIEA5sX7W9Q). Both videos show fabulous photographs of the place they admire, and the concept of being represented by the lyrics of famous songs praising humanity, is extremely noticeable.

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Despite these opposing points of view, there are several people who find the commercial extraordinary. This is due to the unbelievable photographs of the country used in the video. Nature is depicted as a very significant gift given to us, and we should learn to value it. The idea behind the scattered letters throughout the world is very original. These are found, not only in Ecuador itself, but in some of the most famous cities in the world, such as Paris, Madrid, New York City, and London. Many people seem to be oblivious to Ecuador’s wonders, and by seeing the letters and learning about their meaning will help them discover the value behind this small country.

6 Responses to ““All You Need is Ecuador””

  1. julianazeller

    I think that this article is very well written and organized because first of all it gives a clear perspective of how the commercial and economic part of Ecuador is headed. All you need is Ecuador is a fantastic campaign which is benefiting a lot of the tourism in Galapagaos for example. Maria Clara did a fantastic job of emphazing the pros and cons of this huge campaign and I personally hope that this keeps expanding into larger and bigger things.

  2. elbarriostaff

    A great article covering both sides of the coin. It is ridiculous that the government spend $1.3 million dollars only for a known song, they should of used music from Ecuador.
    Alex Alvear:

    By Nicolas Andrade

  3. sofiapsyc

    The “All you need is Ecuador” campaign is indeed a very controversial topic. My personal opinion about this is that the government is not depicting Ecuador as it really is. It is only showing Ecuador´s biodiversity when it comes to places and different environments but the commercial does not show anything about its people diversity. It is also controversial that instead of using Ecuadorian music they decided to use and English song, that is not promoting Ecuador at all. In addition, all the money spent on the song´s rights could have been invested on internal issues. However, the idea of starting a touristic campaign is really good because it can potentially help the country economically. This article is really well-written and depicts all the aspects of the campaign really well.
    F: Sofia Valencia

  4. louisgonick

    I think that they used a Beatles song because of their universal acclaim. Everyone around the world knows about their songs, and by associating them with Ecuador I think that the message conveyed will have a greater force in the audience’s mind. Although I agree with Nicolas in the sense that we should try to use Ecuadorian songs for this purpose, at the same time I can see that their goal was to present an almost universal message that would be appealing for the international community.

  5. cvmdigard

    This article was interesting to read. It’s great how you gave both perspectives to the story. Personally, I don’t think this commercial is representing Ecuador in depth. Besides the fact that, as you mentioned in your article, the song belongs to the British group “The Beatles”. I understand this might’ve been due to its popularity amongst nations. However, I don’t think it was the best move if they wanted to represent Ecuador. On the other hand, I do think it’s successful because it was made to target the North American population as well as other nations. I like your approach on the situation, because you show the different perspectives people have on the matter. There are a few mistakes in terms of grammar, but they don’t distract the reader from the text. This is a great article for “El Barrio”, because it talks about our own country promoting itself. Good job.

  6. elbarriostaff

    Juan Ignacio Pazmiño:
    Its a perfectly written article. The structure clearly gives the article an introduction, a body and an open occlusion that gives a lot to think about. It is a extremely controversial topic. I believe its a great use of marketing and propaganda, however it doesn’t depict the complete reality of Ecuador. The use of the song “All you need is love” is a great use of popular culture, and makes the campaign universal, for anyone to identify. Overall its a great work.


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