Miami Beach Calls Itself ‘Worst Spring Break’ Destination in New Ad Campaign

The City of Miami Beach released a hilarious ad Tuesday spoofing reality TV shows in a bid to get incoming spring breakers to behave. In the 90-second clip, which feels like a trailer for a new season of Love Island, a batch of eager twenty-somethings prepare for the ultimate spring break in Miami. Their vacation quickly turns south, however, as curfew restrictions and security checkpoints block their bender and lead to the “worst spring break ever,” tears and all. At the end of the video a message from The City of Miami Beach reads: “The show is fake. But the rules — $100 parking, curfews, heavy police presence, security checkpoints, DUI enforcements — are very real.” The city also released another viral marketing ad last year that saw Miami Beach “breaking up” with spring break. Axios reports that spring break restrictions will be implemented from February through March, starting the weekend of Feb. 27 and ending March 31.