New slogan?

I think the Wisconsin tourism group started a new ad campaign on December 1. I've heard the same slogan repeated each morning since, when the radio comes on to wake me up:

"Give yourself some extra time. The roads are slick."

It's not what I personally would have come up with. It's actually making me want to leave the state. But it must be working; I hear they plan to continue the campaign all this week...