Milwaukee Downtown launched their new campaign Cya Downtown in May 2013, and the TV spots have been making the rounds on the interwebs since then. The BID uploaded four videos to their YouTube page at the end of June: two 30-second spots and two 60-second spots.
Cya Downtown is the third branding campaign for Milwaukee Downtown since it started in 1998. The press materials for the campaign state the organization came up with this approach after “starting completely from scratch.”
Except not quite. Most of the footage is actually featured in a 2011 video (also on the Milwaukee Downtown YouTube page) titled “Downtown Milwaukee Night Out.” That video was created as part of an effort to improve the city’s nighttime economy.
To be fair, the new videos do feature a pretty catchy song by Peaches called “Downtown.” Except the song might mean something a little different. Some have pointed out the lyrics could be interpreted in a sexual manner. After looking at Peaches’ discography, I’m pretty sure that’s exactly how the Canadian singer wants the song to be interpreted. It’s off her 2006 album Impeach My Bush alongside other such songs as "Tent in Your Pants,” "Rock the Shocker" and "Slippery Dick." “Downtown” is a little more nuanced, I’ll give you that.
While it’s always nice to see a new, fresh take on Milwaukee, this particular campaign could have used a little more time in the oven –
or a completely new recipe.