Mar 31, 2022 - News

Ohio is inevitable, even in Brooklyn

A screenshot from the JobsOhio ad running on the East Coast that says "Ohio is for you"

A portion of the state's Ohio is for Leaders commercial. Screenshot courtesy of JobsOhio

👋 Hi, Everett here. I'm an Axios editor based out of Brooklyn, NY. Normally we leave the writing to Alissa and Tyler, but today, I have to get something off my chest.

  • I've been unable to watch more than 20 minutes of March Madness without seeing this Ohio is for Leaders commercial. It is becoming as ubiquitous as the basketball. I cannot escape it.

Details: The commercial is a dig at the coasts wrapped in an invitation to move. It makes a pitch for those who "care more about low taxes than tall buildings" and ends with an eye-roll-inducing "We're not built for followers. We're building for leaders."

  • The commercial is both a little catchy — at least for the first 50 viewings — and completely over the top.

Why it matters: Commercials for major sporting events cost major money. This one is sponsored by JobsOhio, the state's "private economic development corporation."

📬 The overexposure made me curious — how do you feel about your state spending dollars collected from liquor sales profit to advertise to new residents? Should Ohio focus more on skyrocketing housing costs than convincing Brooklyn hipsters to move, or is an influx of denim-clad coffee snobs like me ultimately a good thing?

Editor's note: This story was corrected to clarify that JobsOhio is funded from liquor sales profit, not a tax.


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