New state slogan evokes New Jerseyians’ creativity.
By: Hank Kalet
I’m not exactly sure why, but acting Gov. Richard Codey seems to think it’s necessary to come up with a new state slogan.
I’m not really sure what was wrong with the old one.
You remember the old one, right? "New Jersey and You, Perfect Together." OK. It’s not New Hampshire how can you top "Live Free or Die"? but it’s better than "Virginia Is for Lovers" or "Whatever Happens in Vegas, Stays in Vegas."
In any case, the soon-to-be-no-longer-acting-governor unveiled the top five finalists recently, asking residents to comment on them by Jan. 1 via phone at (609) 984-9893 or the Internet at www.nj.gov/slogan.
Here they are:
"New Jersey: Expect the Unexpected"
"New Jersey: Love at First Sight"
"New Jersey: Come See for Yourself"
"New Jersey: The Real Deal"
"New Jersey: The Best Kept Secret"
I’m not sure I see the point in any of these. After all, isn’t a state slogan supposed to enhance civic pride, boost tourism and raise New Jersey’s profile in the world? Isn’t it supposed to succinctly sum up the state?
What exactly does "Expect the Unexpected" mean? Should I be a bit concerned? I mean, doesn’t it sound like some advice you’d give to someone doing business with Tony Soprano?
And what about "Come See for Yourself"? Don’t they know that we New Jerseyans would rather not have you come at all why do you think we moved to the suburbs, anyway?
Perhaps, we should use "The Best Kept Secret," except why are we advertising this? If we tell you the secret, it’s not longer a secret. This is something Tony Soprano might have to take care of.
As bad as the five finalists are, they are better than the one a consulting firm came up with earlier this year for the state Commerce, Economic Growth & Tourism Commission "New Jersey: We’ll Win You Over." Not exactly brimming with confidence, huh?
"It makes me think of when I was young and single and asked a girl out," Gov. Codey said of the commission’s awful offering. "She turned me down. I said, ‘Give me a chance, I’ll win you over.’"
So now we have five slogans that, in the words of Gov. Codey, "hint at our marvel and beauty," though these slogans appear to offer only the most obscure of hints.
I say, we go back to the drawing board and consider those things that make us what we are. For instance, New Jerseyans pay the highest property taxes in the country. Maybe we can go with "New Jersey: We’re Number One, in Property Taxes."
Or for those of us who occasionally drive north on the Turnpike: "New Jersey: What’s That Smell?" (Come to think of it, this would be a better slogan for Staten Island it even smells bad in the winter.)
Other suggestions from the folks in the office:
"New Jersey: I Had to Mortgage My House to Pay My Car Insurance."
"New Jersey: Corruption Is Our Middle Name."
"New Jersey: The Knicks Don’t Play Here." (I’ve watched the Knicks this year and I’m hard-pressed to say they actually play basketball anywhere.)
And my personal favorite: "New Jersey: What You Lookin’ At?"
See, "New Jersey and You, Perfect Together" isn’t so bad, after all.
Hank Kalet is managing editor of The Cranbury Press and a 35-year resident of New Jersey. His e-mail his [email protected].

