"The Good Life" is a state slogan for the state of Nebraska. The Omaha-based advertising firm of J. Greoge Smithson created it in the '70s for Governor J. James Exon. The slogan appears on the roadside billboards that welcome motorists as they enter Nebraska. The state has had a number of other tourism slogans since the 1970s, including "Possibilities ... Endless" (introduced in 2003), "America's Frontier," and "Genuine Nebraska."