'Crocodile Dundee' Super Bowl Ad Explains Australia Tourism Stunt

07 February, 2018, 01:41 | Author: Evan Mason
  • It’s believed the ad cost $36 million to create

It is actually an elaborate, star-studded advertising campaign aimed at attracting more travelers to visit Australia.

The U.S.is the strongest global market for NT tourism with an average of 44,500 visitors to the "top end" from the U.S. every year.

The campaign started with actor Ike Barinholtz tweeting about the ad, which stars his Eastbound & Down co-star McBride: "I am legitimately bummed there is not a new Crocodile Dundee movie".

We can't blame people for getting amped over this, with the original '80s films being such crowd-pleasers and McBride as Dundee Jr. seeming like such a good fit. What begins as a typical movie trailer slowly and comically unravels, becoming a flagrant excuse to highlight Australia's dazzling locations and fine array of food and wine.

"Wait, hold up. This isn't a movie", says Danny McBride to Chris Hemsworth in an ad, shutting down ideas for a sequel to Crocodile Dundee.

Hemsworth, who spent part of his childhood on cattle stations and remote Aboriginal communities in the Northern Territory, said he fondly remembered the original Crocodile Dundee as "an incredible showcase of the country".

"The original Crocodile Dundee movie released in 1986 captured the attention of the US market and inspired travellers to visit the outback", NT Tourism and Culture Minister Lauren Moss told the Australian Broadcasting Corporation (ABC) on Tuesday.

For weeks, trailers for Dundee: Son of a Legend Returns Home have been making the rounds on the Internet, but a Super Bowl ad explained the whole thing - the stunt was nothing but an entertaining tourism ad for Australia. This campaign puts the spotlight on contemporary Australia and we hope it inspires Americans to discover the beauty and sophistication of our wine regions and try some exceptional Australian wine.

Even though the advertisement isn't really targeted towards Australians, Gamble also believes the media coverage of the Dundee film, prior to being revealed as an advertisement, got the ball rolling back here too.

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Unlike most Super Bowl ads, today's commercial is just the beginning of Tourism Australia's 2018 marketing push.

The director has previously worked with one of the commercial's stars, Danny McBride, on the 2008 film Pineapple Express. They will live on Australia.com and are created to convert attention into action by retargeting the audience who engaged with the "Dundee" teaser content. "That's the challenge that this new campaign is seeking to address", Sullivan said. "The film helped shape their view of Australia, showing them Australia's natural beauty and Australians" friendly and welcoming nature.

To be fair, marketing stints were effective as fans were fooled into thinking that a sequel is in the works, following the release of teasers that referred to McBride as Brian Dundee.

"This is the single largest investment Tourism Australia has ever made in the United States market and one we believe will grow annual spend by American visitors to A$6 billion by the year 2020", Steven Ciobo MP, Australia's Minister for Trade, Tourism and Investment said in a statement.

The final fake trailer was seen by an estimated 100,000 millionaire Super Bowl viewers.

Speaking on Nova FM, Hemsworth admitted that the people making the ads weren't immune to the appeal of taking the notion further.

"Crocodile Dundee and Hoges did an outstanding job thirty odd years ago of captivating American audiences and putting Australia onto their travel wish lists".

That's not a tourism campaign. With its Founder and Creative Chairman David Droga being a native Australian, Droga5 had high standards for this ad. This is a tourism campaign.

Tourism Australia tells SmartCompany, "there's already been close to 4,000 pieces of media coverage in Australia, the U.S. and further afield, conservatively worth about $30m in advertising value to us". There couldn't be a better time in the USA for us to celebrate those quintessential Australian values of carefree fun, good humor, and epic adventure.

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