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Talking Snowflakes from Utah

I saw this 30 second spot on T.V. the other evening and was instantly pulled in, yet didn’t really “get it” as a whole.

On one hand, I like the whole personification of the flakes, somewhat obtuse outfits and enjoyed the use of humor to promote tourism. On the other, I felt like this was a hybrid cousin of the Happy Cows California cheese campaign. I am looking forward to seeing where this will go.
Joshua