This campaign makes light of America's inexplicable unwillingness to take vacation seriously. By showcasing the stark contrast between time wasted and time-of-your-life adventures to be found on holiday at Yosemite, this campaign encourages the viewer to think twice about how to spend those precious few days off.
A second take on this ad campaign brings a personal touch, centering around the life-affirming – sometimes life-changing – experiences that Yosemite and Mariposa County play host to for thousands of visitors each year.
