If you watched any of the Wimbledon tennis, you might have been subjected to a new American Express commercial that uses Boca as the butt of the plot joke. In the commercial, actress and writer Tina Fey runs into director Martin Scorsese in an airport. Marty tells Tina that he has something that he wants her to look at and she should meet him in the lounge. Tina goes to the first class lounge and tries desperately to get in even though she has a coach class ticket. She pulls the don't you know who I am routine and takes out her Amex platinum to show that she is Tina Fey. She is let in because of her Amex card and hurries over to meet with Marty. Excitedly she asks him if he has a script he wants her to see. He calmly replies that he has a proposal that he wants her to see. He hands her a prospectus and tells her it is for an investment - time shares in Boca. Of course she is just as deflated as those of us who live in Boca are by the commercial.

Why is our town continually the punch line of national jokes? What is it about Boca that causes our name to be bandied about by the media? Boca repeatedly gets used as a short handed version for a variety of images - mostly focusing on affluence and retired elderly populations. It seems that this image will continue to stick no matter what the truth is.

They say that there is no such thing as negative publicity and that all publicity is good. I guess it could be worse than being labeled as a place where time share investments are tooted. I just can't wait to see the next reference to Boca!

> Discuss this entry