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The New Mexico Tourism Department has landed itself in hot water over a new campaign that pokes fun at the US state's association with aliens and the infamous 1947 Roswell incident.

Two 30-second spots, created by M&C Saatchi's Santa Monica-based office, feature reptilian aliens in an office environment discussing the merits of taking a break in New Mexico. They lead to the endline, "The best place in the Universe".

However, the ads have attracted strong criticism from local officials and politicians in New Mexico, who have argued the ads portray the state in a negative light.

M&C Saatchi have been instructed to soften the aliens in the ads following the complaints.

But despite the furore, the campaign has won an Adrian Award for excellence in advertising and marketing, after breaking in selected states on TV and in magazines earlier this month.