The team behind Kentucky for Kentucky is back, with a brazen new campaign, and tagline, to promote the Commonwealth of Kentucky: Kentucky Kicks Ass.

The irreverent effort ditches and disses the state's "Unbridled Spirit" motto and consists of a ballsy new logo, wisecracking print ads, a hilarious video documenting the rebranding process featuring testimonials from famous Kentuckians and Kentucky lovers (including a descendant of George Clooney and a Frenchman from France), and a kick ass new website.

According to Creative Director Whit Hiler, if you Google the state's current tag "Unbridled Spirit," at the top of the list you'll find horseback riding lessons in San Antonio Texas.