Costa Rica is pulling out all the sloths to boost tourism. The Central American nation hired 22squared for its North American advertising, and the agency put together a digital campaign that features a music video with animals singing "The Lion Sleeps Tonight."
The Internet seems to love sloths, so it's the headliner of the video now on YouTube, which also features a lip-syncing macaw and turtle.
The campaign launched this month is called "Save the Americans," a play on the save the animals message. Costa Rica is spending about $3.3 million on TV, print, outdoor and digital promotion, and it has a website savetheamericans.org, where about 30 videos like the one below will be posted.
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