Texas Department of Agriculture

Retire in Texas


If there’s one thing that the Texas Department of Agriculture wants retirees and soon-to-be retirees to know, it’s this fact: In Texas you can “live large and spend small.” The low cost of living and modest taxes are just two of the reasons that Texas is one of the top retirement destinations in the country. But there are many other reasons that people from every part of the country pick Texas for their retirement years, and that too is part of the message that comes through in a national “Retire in Texas” TV spot that AMS Pictures created for TDA.

The AMS Pictures creative team developed not only the memorable “live large, spend small” tag, but also a fun-to-watch spot that captures the lifestyle, spirit and attitude of the Lone Star State. The spot is like a series of picture postcards brought to life in scenes of a retired couple enjoying the good life in Texas—boating on the lake, bicycling along a bluebonnet-lined roadway, touring a winery, and enjoying time with their grandchildren. For each scene, wordplay in the form of a text graphic puts a Texas spin on the featured activity. For example, as couple splashes through the water in their motorboat, the caption reads “Texas Hair Spray.” At the end of the spot, former NASA astronaut Tom Henricks delivers a call to action and reminds the audience that you can live large and spend small in “Certified Retirement Communities” throughout Texas.

The “Retire in Texas” campaign is part of the much larger GO TEXAN program that promotes a wide variety of Texas-grown and Texas-made products, including foods, leather goods, clothing, jewelry, artwork, baked goods, wines and flowers. Entire towns now participate in GO TEXAN through TDA’s Certified Retirement Community Program that encourages retirees to move to Texas. The “Retire in Texas” spot supports the overall CRC program.

The multifaceted GO TEXAN program is one of the cornerstone economic development initiatives of the Texas Department of Agriculture, and over the years AMS has been proud to be TDA’s creative partner who helps tell the world about the Texas way of life.

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