In a funny Netherlands travel campaign, the Netherlands Board of Tourism is partnering up with KLM Airlines, Schiphol Airport and Amsterdam Marketing to find an answer to the question: "can cool be taught?" The campaign is meant to appeal to Americans who envy the kind of inherent coolness that comes from Holland. To see if coolness can be imposed upon someone else, the 'Original Cool' campaign will have one random American whisked off overseas by KLM to learn all about Dutch culture.
Coolness apparently takes time to teach, so this experiment will go on as part of a multi-episode series. Lessons will include learning to bike ride, "facial hair lessons," learning to party, when to stop and smell the tulips and being able to name a ton of different cheeses.