Get four impossibly good looking actors, some stunning locations, film them having tremendous fun - it's a well-trodden path for travel marketers.
In fact, it's such a standard format for airlines, hotels, travel agencies and tourism boards that many are often bordering in part of being a parody of the genre.
But sometimes marketers perhaps go a little too far, or not underestimate how a clip will be perceived by its viewers.
Take the latest effort from the Tourism Authority of Thailand, an organisation which is trying desperately hard to shift the backpacker and package holiday image it has had for decades.
TAT marketers are trying to position the country as a place for high-end luxury travel, luring in wealthy foreigners who are eager to sample its wares and culture.
A new YouTube promotion, titled "Where Life Rules Everything", features four such impossibly good-looking actors in some stunning locations, having tremendous fun.
But given the comments appearing on TAT's Facebook page and elsewhere, perhaps the last thing the tourism board wants is to be labelled as a place that attracts "millionaire douchbags", and other less than complimentary bits of feedback about the clip's stars.
Here is the clip: