Tourism Australia kicks off US campaign with Super Bowl ad
There’s no doubt that the smart and genuinely funny viral trailer for the fictitious sequel Dundee: The Son of a Legend Returns Home has created some significant bang for its eye watering buck when it aired during yesterday’s Super Bowl. Even President Trump joined in the chorus of approval with his tweet calling for the trailer to be made into a full length movie.
It’s telling that TA decided to run with Hogan’s alter ego as a way to promote Australia, as it shows how things have changed and yet stayed the same. Despite efforts to convince the world that we are more than just outback dwelling larrikins, that is the image that still lingers.
Tourism Australia managing director John O’Sullivan said the promotional power of the Crocodile Dundee franchise today was as a strong as when the original movie was released in 1986.
“Crocodile Dundee put Australia on the map for Americans in the ’80s,” he said. “The film helped shape their view of Australia, showing them our country’s natural beauty and Australians’ friendly and welcoming nature. And it remains relevant today, with our research showing that Mick ‘Crocodile’ Dundee is still a character Americans believe warmly represents the Australian way of life.”
Chris Hemsworth appears to have taken the baton from Hogan as our best ambassador for Australia and luckily he appears to have broad enough shoulders to handle it. He looks equally at home in an Akubra and khaki shorts as he does in a suit at Quay and that plays to everything TA is hoping to get across in its latest campaign.
Whether Americans will want to see themselves reflected in Danny McBride’s character is yet to be seen. “Yo, where dem kangaroos at?” asks McBride when we meet him for the first time in the trailer.
O’Sullivan may well be sitting back at his Sydney HQ in his Akubra and khaki shorts with a glass of South Australian shiraz in his hands asking a very similar question.
“Yo, where dem Americans at?” Give it a year and we will find out.