Electric - Discover Los Angeles | Clapboard Ad Archive

Electric, the 2017 campaign from Discover Los Angeles and agency Mistress, establishes the city as a living, breathing pulse point within the competitive travel and leisure market, harnessing bold visual storytelling to communicate that Los Angeles is far more than a static destination — it's an immersive experience defined by energy and cultural diversity. Centering on a suggestive, lifestyle-driven creative platform, Electric moves beyond mere location marketing and leans into metaphor, using the symbolism of electricity as a vivid shorthand for the city's intensity, dynamism, and perpetual motion. This approach draws directly from Clapboard's taxonomy as FORMAT#9—Symbolize the Benefit, where the positive impact of an experience is evoked through heightened or metaphorical visuals rather than product demonstration or literal narrative. The campaign sidesteps familiar testimonial or problem/solution frameworks and instead anchors itself in the tagline it’s more than a city. It’s a vibe, layering kinetic cinematography and a propulsive edit to fuse together Los Angeles’ iconic sights, emergent subcultures, and the eclectic people who give the city its distinctive character. By doing so, Electric positions Discover Los Angeles as the essential portal for those seeking inspiration and adventure, promising visitors an urban experience that transcends the expected and becomes almost electrifying by association. Mistress’ execution marries cinematic technique with a strategic communications perspective, foregrounding lifestyle aspiration and the intangible allure of the city, while also meticulously framing the brand as an active catalyst for discovery. The campaign includes direct digital pathways through discoverlosangeles.com, extending its narrative into user-driven exploration and reinforcing its role as a point of entry for digitally native audiences. In an industry context where many destinations default to postcard imagery or rote feature lists, Electric distinguishes itself with a conceptual boldness that amplifies emotional resonance and urges would-be travelers to feel, not just see, what makes Los Angeles singular. Clapboard rates this campaign 63/100. Within a category saturated by conventional destination advertising, Electric matters because it signals the growing imperative for travel brands to trade tangible amenities for atmosphere, forging brand loyalty through the promise of transformative experience.