A good tagline

I recently flew to Oregon on Frontier Airlines for my brother's wedding. While waiting for the plane to load and the passengers to take their seats, all of the little TV screens play ads and promos for Colorado companies. As I was ignoring the especially unpleasant young man seated next to me, I saw an ad for the Colorado Film Commission. Their tagline at the end of the ad was absolutely perfect "Everything but the Ocean." It's amusing, it makes sense, and it encapsulates everything about Colorado's assets perfectly.

So often taglines don't actually make sense for the brands they're supposed to highlight. But this one was one of the better one's I've seen out there. So simple, and so just right.