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.
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.