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 Mill was the team behind the computer effects in the video like the animated singing mouths of the animals.
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.