New summer tourism commercials replace the iconic heart with sketches of things like Long Island beach balls, Coney Island pizza and Adirondack mountains to suggest vacation destinations in the state. It hasn't taken long for the media to take umbrage, comparing the shift to "defacing the Mona Lisa" and "slapping tattoos on the Statue of Liberty" and calling it the tourism equivalent of New Coke. Who knew the chattering classes had such a proprietary interest in a logo that has been appropriated around the world to shill for everything imaginable?

And that's half the point here: BBDO's first work for the state seeks to reclaim the logo and make it synonymous with what people love about New York itself.