With the world’s eyes upon them, British Columbia Tourism offered up a cautious, tepid ad with celebrity cameos and predictable messaging. Familiar faces like Sarah McLaughlin and Ryan Reynolds stand in front of an (obvious) green screen and espouse lines like “It doesn’t get more West Coast then this” and “Some call it British Columbia, but we call it home”. Check it out below:

With such strong branding coming out of BC around the Olympics, this ad stands out because it is so lackluster. Not to mention, it looks an awful lot like another celebrity-laden tourism campaign:

C’mon BC Tourism. Really?