Florida Keys iPhone App

Produced by Gio Gutierrez and Mark Slatko

Technology is great, but some things need to be experienced live and in person, like The Florida Keys.

This new iPhone "app" for The Keys essentially short-circuits app-mania, suggesting that the unique recreational experiences available in The Keys cannot be simulated with a handheld mobile device.

The "app" launches with an array of activities one supposedly can experience in The Keys, everything from dining and snorkeling to fishing and swimming with dolphins. But upon choosing one of these activities, the user receives a pop-up message explaining that the unique activity they've chosen cannot be simulated on their phone. To clear the prompt, the user must "agree" with this statement. Once the user chooses a second activity, a similar pop-up message appears. Agreeing with this second message launches a new "There's No App For This" commercial for The Florida Keys.

Musically and visually reminiscent of the Apple iPhone spots, this 30-second spot treats the viewer to a series of iconic moments throughout The Keys, while the announcer repeats the unapologetic claim, "There's no app for this."

The spot concludes with the statement, "Real experiences are always worth more. So unplug and reconnect in The Florida Keys and Key West."

The user is then finally invited to launch one of the following actions: Call The Keys, Visit The Site or Leave Paradise.