Created by ad agency FCB Chicago, an 80-second long-form video was whittled down to a 30-second spot for the TV campaign. The spot features a distinctively Chicago voice urging visitors to be "part of something epic," incorporating scenes of Divvy bikes, Lollapalooza, North Avenue Beach, Wicker Park and Alinea, recently named the best restaurant in the world by Elite Traveler. The forearms of renowned mixologist Charles Joly, which feature a tattoo of the Chicago flag, also have a starring role. Michael Jordan, the Chicago Theatre marquee and even the Chicago skyline ended up on the cutting-room floor for the edited TV spot.