Virgin Islands Tries Triggering Wanderlust with Music

To drive tourist cash to the US Virgin Islands, JWT Atlanta and What What Films produced a promotional music video for PrimalScream's "Meant to Be."

The pop song is less primal, more bland, and ornamented with shots of the artist dancing on beaches and snapping pictures of turtles.

A ticker runs independent-looking ads that incidentally refer to the scenery: "Deals for US Virgin Islands," "St. Thomas Luxury Homes" (like, while she's in one), and "Wedding Photography" (preceding a shot where the whole video turns into a scrapbook).

We haven't yet whipped out our passports, but we are suffering from severe karaoke nostalgia. And that's a feeling you never want to have.