Jennifer Massey is the new face for the Virginia State Fair.

This year's rather sublime ad campaign, created by Siddall, Inc. and produced by Richmond's Park Group, features a Mom wistfully opening mason jars to release the sounds and smells of the fair. The memories waft about her as she looks forward to the upcoming event.

Director, Scott Young, creates an ambience of warmth and light and as Jennifer (in the role of Mom) relishes the joy of fairs past and future.

The campaign is set to run this year and next.