Tourism Australia finally reveals its new, all singing ad

A wonderful piece of creative from 1987.

What’s that? It’s the new campaign? My goodness. We do show ourselves to be a modern, sophisticated country, don’t we?

huh? A bear???

I think this will do a good job for us with the overseas markets. It reminds them of all the resaons they thought they might like to visit Oz and why we are unique in the world. If I had one criticism is that it does deliver sufficiently on an emotional level but that is just the aussie in me wanting to cover the home vote. As the ad is mainly for yanks, euro’s and asians I think it will work its socks off if given enough backing.

If I had one criticism is that it does NOT deliver sufficiently on an emotional leve

I like the campaign and its intentions, but when I click thru to the website and get told there are 29 thousand experiences loading (still loading as I type) … makes me wonder whether I’d have the patience for that as a potential tourist.

When I travel, I want some off the beaten track experiences, do as the locals do etc BUT not an overwhelming number of choices which are hard to evaluate.

This may just reflect a lack of patience on my part – as I’m sure the site is very easy to use once you get past the collage map?

I honestly thought “Hey Hey this is Queensland” was the worst possible follow up to a tourism campaign. Nothing could be worse.

How very, very wrong I was.

This thing hurts my eyes and ears in equal measures.

oh dear. oh dear. oh dear.

expect the visitation from the audio impaired may increase. But apart from that. Oh dear

Because we all carry around Koalas and 4WD amongst herds of Kangaroos.

Ridiculous.

Don’t we all love a good sing-song where i can’t understand half of the lyrics. Not very original but worse, it panders too much to australian ideas about what tourists want. Give this job overseas- they know the market better. For example, they would have had wineries and not a pub in the ad. Compared to other nations I’ve visited Australia has world calss wines and resoundingly poor beers and pubs.

dear me….

is that the best they could do? I am not sure whether to be horrified or just disapointed…..seems to hark back to little vegemties….cringe worthy..

Genuine LOL moment at the “That’s not a bear”.

I don’t mind this.

Seriously queasiness.

The world is going to think there is not one person in Australia who can sing.

oh dear

It’s missing the pack shot of the margarine

Sorry, I really want to love it but what IS that ? Cheesy. Just bad.

Where’s the upbeat, the contemporary, the humour, the landscape, the cities, the food, the culture ?

Where are all the hot healthy bronzed good time Aussies?

Instead a guy playing a baby grand on a beach and a few 80’s style sea plane pilots, a few koalas, some jumping skippies culminating in some fireworks and a sing a long on the opera house steps ?!

The tourism ads for Victoria and South Australia have consistenly been so beautiful, creative and compelling and make you instantly want to jump on a plane for a weekend away.

Why do we have to portray ourseleves as a nation of backward bogans stuck in a timewharp on the global stage ?

Awful. TA marketing team should all be chopped- can’t just blame the agency on this one.

I agree LijaJ – why must we be bogan beer drinkers with a cheesy song instead of focusing on the beauty that Vic & SA tourism does.

Koalas aren’t bears…

At the end of the day people come here for the beaches and the weather, not because of ad jingles from the 1930s

Why are the girls driving the 4WD at the 1:02 mark driving a LEFT-HAND DRIVE Land Rover Discovery?

@LijaJ> The ads for Melbourne are intended to make Sydney people think they will get a slice of European culture when they visit. When world travellers want a slice of Europe – they go to Europe!

It’ll do just fine overseas. Certainly better than the last outing. It hits all the big notes required – beautiful nature, funny animals, outback, aboriginies, hot girls, handsome men… almost a shot-list designed by committee (but what government campaign isn’t?). Net net: job well done.

Dear anonymous,

It is a campaign for Tourism Australia, showcasing things TOURISTS do. It’s easy to feel blasé when you live here, but these are things tourists literally can not do anywhere else. And these things are the unique selling points of Australia as a TOURIST destination.

‘Where the bloody hell are you?” was criticised for not showing how progressive and contemporary Australia is. How does this campaign address this? It doesnt. There is nothing new here, we’re not telling the World anything that they dont already know about Australia.

the 1970’s called and want their jingle back

This is horrid. Bogan pride at its best with some multicultural faces thrown in.

Australia – home to bogans and some weird looking animals.

Just great where is the hope!!!

This should of been released a few months ago, marketed to the World Cup crowd and turned into a chant to support our Socceroo’s. The current “World Cup Anthem” from Rogue Traders is awful, even when compared to this.

It does rely heavily on Australian Cliches, but thats what we have to rely on. Tourists come for the experiences they have heard about or know about. Those that want an “off the beaten track” Australia aren’t going to be swayed by this CM, nor are they the target.

Didn’t show any gays either

Oh God… Mumbrella is turning into Campaign Brief.

You’re all forgetting you’re not the target audience.

a truly awful stereotypical representation of Australia. The ad clearly highlights the fact that Australia has a lot to offer, but it could have been done with better taste. Exactly what the average outsider would expect. Why not surprise them a little… maybe even inspire them to visit. Isn’t that the objective?

@Chris: Where were the boguns?

If the people in that ad are boguns to you, I suggest you don’t know your own country.

Oh dear…

Well, they should have done on Silverlight instead of Flash. No, it wouldn’t work on those iThings either.

Ad strategy-wise, meh! The mix of laid-back Aussies doesn’t build up to the grand finish at the finale. The arrangement pulls it down a lot.

If the ad is targeted to overseas audiences, is it ok to ignore the local viewers? Now, when you think of every Australians as salespersons, what does this ad gives us to talk about or sell to the tourists? Is a catchy copy just enough?

There’s nothing like.. answering the brief:
– TVC with 2+ shoot locations per state – tick
– express images of ‘mateship’ and ‘easy-going-nature’ – tick
– not offensive – tick
– something targeted at anyone who can get out of bed – tick

Brief mandatories:
– shot of typical orstraylyans having a ‘cold one’ in Silverton Hotel near Broken Hill – tick
– exclude images of Lara Bingle and Derryn Hinch, if possible – tick
– closing shot of Sydney Opera House & Harbour Bridge – tick
– long duration, so that people will watch it over and over again on YouTube – half-tick.

Job done!

If there’s one thing the recent spate of this style of campaign (TA, TQLD, Qantas, Brand Aus, etc) demonstrates it’s that Australians are a group of people with a profoundly confused sense of national identity.

Completely agree that this kind of work should be shopped overseas – I’m sure DDB NZ would love a crack at us.

The ad plays on stereotypical Australia, like having Kangaroos hopping around and koalas etc. No, not every Aussie has them, but that’s what makes Australia. There always seem to be criticism about using images such as these for appeal and then people bagg the hell out of it. It’s what differentiates us, other than the fact our country is in geographic exile…

I think it will have an appeal for the international market, tied together with the website that’s all about ‘experiences’ – it’s well rounded.

Also, it would be interesting to actually to see what else people suggest would be a good idea for a TA campaign? Given that stereotypical images CAN NOT be used…

@LijaJ: Bogans… hmm.. I have to say there’s a bit of bogan in every Aussie. It’s the cultural DNA. It’s not in every country you can rock up to a party in thongs and still be the cool guy.

I like the range of images shown, but not the singing.

@Gezza sorry I disagree. The state tourism ads beautifully showcase what each state has to offer – Melbourne showcases Melbourne.

I think we can give the world audience a bit of credit. I think if we’re wooing them on long haul flights down under, we can do better than cutting some cliched footage to a jingle that sounds like it should be closing a Grade 4 Christmas concert.

Sure we can promote the tourist attractions to an international audience. I’m sure most people still would love to see a kangaroo and climb the bridge, but surely we have more national style and personality than that ?

Do we think the entire overseas target market need to have a dumbed down version of what Australia actually offers ?

Bring back Hoges if that’s the case. If we want to step back in time, let’s go all the way.

It seems that not only cant TA respect the rights of Photographers they ( and their agencies) cant put a half decent campaign together either.

Lets not forget its just another govt agency spending our hard earned tax payers money that this big budget govt loves throwing away with gay abandon.

Another victory for the big spending bureacrats ! What a shame.

I for one have never been more disenfranchised with Australia.

the websites pretty good!

Mmm….it’s Meadow Lea meets Playschool but it will probably work. I saw an inflight ad recently on the way back to Australia without audio, and was sure it was a new Australian campaign. But at the end it finished with the words ‘Brazil’. Surf, sand and beaches. It appears there is something like Australia out there.

Also noted over the weekend: Sydnicity campaign in weekend broadsheet mags. Looks better on video than print form:
https://www.youtube.com/watch?v=uJXWQgJd1Ug

how cringeworthily embarrassing. Sure we’re not the target, but we are the product and we should be proud of the product! This makes me want to leave the country it is that bad.

I think it works well. Kind of an Aussie tourist spots smash hit compilation. Captures the feel of Australia. If a tourist could actually do all that in 10 days they’d have a brilliant holiday.

I like it. Captures Australia well.

It’s about a million miles away from Baz Luhrmann’s effort.
https://www.youtube.com/watch?v=gQGMuxJ0vCc&feature=related

I’d like to hear what Billy Birmingham thinks….

On a serious note, don’t be fooled that this is just for inbound markets or international visitors. TA gas gone on the record stating that this is meant to integrate with their “No Leave No Life” campaign and encourage us to holiday at home.

“Perish the thought.”

Thats really bad! Why are the girls driving the 4WD at the 1:02 mark driving a LEFT-HAND DRIVE Land Rover Discovery??

Do I like the ad personally? Not much. I’m waiting for the steaming cup of tea shot at the end.

However, I’m not the target audience. Given the limited knowledge about Australia in markets overseas, and the need to cut through a lot of competitive clutter and closer, cheaper travel options, why not focus on the iconic images and unique experiences (to them) that international tourists want?

I think a lot of the criticism here would be valid if there was a level of assumed knowledge in some markets about this country (e.g. the Melbourne campaign works on a particular target segment because it assumes a certain level of understanding about Melbourne…if I had no idea about Melbourne, or was a ‘heartland Aussie’ those ads wouldn’t make much sense to me at all).

The reality is, Australia is a tiny, tiny part of most people’s knowledge.
Ask an American about Australia “Paul Hogan” (still), “Crocodile Hunter”
Ask most Brits “Dame Edna” “Bondi Beach”

We might think thats sad, but it’s true.

The only thing missing in this ad is Dame Edna.

I prefer the where the bloody hell are you..

what is the unique selling proposition about Australia is the nature aspect.

You don’t come to Australia for great culture, architecture and art.

While I don’t love this ad, I’m not the target market, the target market is people living overseas and this is about why they should come to Australia – and in the ad are the key reasons you should come to Australia.

Could it be better – sure, but I also think it’s on brief and has some merit – and at least it makes sense across cultures as opposed to where the bloody hell are you, which was totally wrong in my opinion

I’m deep in dis-bear and friggin dis-custard

Im embarrassed to be Australian. Really really embarrassed. When will we shake these dowdy, 50 year old stereotypes??

I think the problem lies in Creative Directors trying to win awards and brown nosing clients rather than believing in truly aspirational ideas that bring people to this country to discover that there is more to Sydney than the Opera House, or that we aren’t all beer swilling yobo’s drinking in Pubs.

I Always thought travelling overseas was about adventure, fun, self-awareness and long bus rides – the scenery is a given!

But thats just me i guess.

Erm, is the point of the ad just to remind people of everything they ever knew about Australia? All the icons that have been portrayed a few thousand times over? If so, brilliant! I assume the follow up ad will depict the stunning wines, diverse and beautiful cuisines and ‘culture’ that has developed over the last few years? You, something that they didn’t know, that complements what they did know?

I love it. It’s cheesy and okka and it makes me smile. People come to australia to have fun, the kind of fun they can’t have anywhere else in the world.

All of us in ad land know we all work to a brief that many of our left-field, creative concepts can go out the window when the client is pretty clear on what they want. But ultimately, you have to ask if this will work for the target audience? As someone who has travelled around the world I can say it definitely will. You might not like the way you’re viewed as an Australian, or the way we’re presented in this video, but folks, that’s the way the world perceives us. In their eyes, we’re all koala-hugging, surfing, fireworks loving, fun people.

For all of those who say it’s not any good – what would you do differently?

In conclusion – good job guys, I have a sudden urge to fly to NT.

@Context – this is because Advertising Exec’s keep perpetuating those archaic ideals. Its time we shake up the way we want the world to perceive us, no the other way round.

@Zane,

What would I do differently? I’d change the song. The visuals aren’t that bad.

Apalling

Herd? It’s a mob, troop or court.

That said, I think it will play well the first 5 times and then be bloody annoying forever after.

I am laughing at Roger’s comment!! Hilarious.

A trip to Australia is ‘high investment’. It takes loads more money than most holidays, and requires more time, too.

Like it or not (and it seems a lot of commentators are wishing tourists came to Australia for the ‘culture’ and ‘contemporary-ness’) the ONLY reason people commit that amount of time and cash is to see something they can’t see anywhere else cheaper and faster. What is that? Our unique flora, fauna and scenery.

They will never give a f*** that you get great coffee on Brunswick Street. They will never give a f*** that Australia is more diverse than Crocodile Dundee stereotypes. That’s not why they’re coming.

I’m now bowing out of this moronic comment stream (as I really have to stop avoiding my to-do list!)

So I guess no one’s seen the Discover Channel campaign then. This even sounds the same.
Plus, when you can’t even find an Australian director to make an ad about Australia, you’re in a bit of strife.
Saying that though, it feels right. And a lot better than the recent TA campaigns. It’s just a shame that it’s a blatant rip off.

the only part that was good was the ‘it’s not a bear’ line.

everything else feels like a mickey mouse version of a qantas ad.

any overseas dudes who see that and come to the country will quickly realise (hopefully) that we do not sing with kangaroos and dolphins….all the time.

fail.

Sorry, that should be Discovery Channel: https://www.youtube.com/watch?v=V5BxymuiAxQ

Such a rip off of the Discovery Channel “we love the whole world” ad. Seen here https://www.youtube.com/watch?v=at_f98qOGY0

is this a spoof?

Being from France, and therefore part of the target audience, I think the images will work just fine: it has everything you are dreaming of finding in Australia. Even those weird bears-just kidding. Let the subtleness of Aussie life be discovered when you land.

But the music…

My ears are bleeding.

Tom is right.

I personally don’t like this ad at all. But for people overseas it does a fine job of showing the elements that would attract someone to travel all the way out here. (I really hate the song though)

With that said those that are saying the ad should position Australia as more contemporary and cultural are insane. Whether we like it or not Australia will NEVER be a competitor for culture and sophistication, we’re far too remote and expensive to get to. It doesn’t matter how many snobby ad/media/marketing folk there are in our major cities, this isn’t going to change.

AUs major draw cards will always be our breathtaking scenery and our unique wildlife and plant life.

Unfortunately you’ll never get to make a Tourism Australia ad featuring a bunch of hipsters drinking lattes in Surry Hills… Sorry folks.

Wolfcat summed it up perfectly.

This is appalling. It’s the equivalent of a tourism campaign for The Netherlands focusing on clogs.

I cannot believe DDB made this.

I think it does a pretty good job of packaging the country.

It might not be the only way, but it’s one way and it works for targeting tourists from overseas.

What I am confused about (or waiting on) is how this works in context with Australia Unlimited.

Or maybe it never will.

Can’t wait to hear what the Australian public say.. if they panned “Where the Bloddy Hell are ya”… This is doomed…

If all we want to attract is the world’s okker population, then fine. But do we really want more bloody backpackers? Surely it’s possible to make an ad that highlights our great cliches, but does so in a way that wouldn’t put the moneyed up/cultured/seasoned travellers off?
At the very least, how about a jingle with a bit of class rather than a “last-drinks” chant from last century!

It’s lucky I’ve immigrated to Australia, I’m sure I’ll see less of this ad this way, and more of this incredible country the way God intended, rather than the way some marketing folks imagined. Not to mention not having to cover my ears every time I hear the ’70s Eurovision-reject theme.

it is a singing, dancing gig, where are the Chaser Boys?

C’mon guys, it’s quite clearly a spoof designed to create a buzz around the real ad. Isn’t it? Please tell me it is….. Matt?

+1 for Joel’s comment.

Also, I like it. Watched it three times, found myself smiling. Tourism is a crowded market and imagining where and when this TVC would be played, I think the song in particular will cut through – if nothing else, because it is so damn annoying (read ear worm)..

Je-sus people. This is meant to get people to our country, to spend their bucks on our junk. Who cares if they all think we’re stuck in the 70s. The mass market overseas will eat this up.

Who cares about the minority who don’t come because they think we’re bogans, plus, most of the country is chock-a-block full of bogans. Don’t forget that.

Just finished reading through all those, and I’m still laughing at Roger’s ‘missing shot of the margarine pack’ comment. Too funny 🙂

Just simply embarrassing….another effort that is Deadly Dull and Boring.
or DDB.

You have managed to produce yet another terrible campaign once again. This attempt to showcase and sell our great country to the world is tacky, outdated and not representative of the Australia that I know.

I can’t believe that 30% of this advert focuses on Sydney when the world already associates Australia with the Opera House and the bridge. Here is an idea…why don’t you try promoting the hundreds of images of Australia that the world has not seen before. Australia has moved on from the stereotype and it’s about time that we sold the new Australia as well as the old. Why not try promoting our modernization, our wealth, our envious lifestyle and our progress. Try images of Melbourne’s architecture, Rottnest Island, Australian sporting events, festivals, urban art, Tasmania’s hidden gems such as Bay of Fires, Lord Howe Island (or any of our tropical islands), Bungle Bungles, Gold Coast, Noosa, Nightlife, Australian dining and the diversity of our people etc.

What about trying to incorporate some of the amazing facts or history of our great land or incorporate some of the thousands of famous Aussies to sell their own country to the world. Australia has such a great talent pool of celebrities that are easily recognizable all over the world thanks to Hollywood and yet we do not utilize their star power to sell our country. I’m not talking about Russell Crowe or Nicole Kidman but some of the more little known or more modern Australian actors such as Jesse Spencer, Simon Baker, Natalie Imbruglia, Ryan Kwanten, Sam Worthington, Sophie Monk ect.

As for the music…Well the soundtrack to this ad is like something from the 70’s. Here is a thought…Why not try putting a modern Aussie song as the soundtrack. Perhaps look at Temper Trap or Powderfinger etc.

We are an amazing country full of amazing people and yet we just can’t market ourselves for peanuts. If you ask me, the real way to sell our country to the world is by enhancing the local film industry. Tell me, have you ever seen a travel campaign for the United States? Mmmm!

PS: I am from Australia but currently live in the USA and the sad thing is that most Americans I meet here know a lot more about New Zealand (and want to travel there) than Australia and yet Australia has so much more to offer.

The thing to remember is that IT’S NOT FOR US.
It’s for all the tourists who come here to do the cliches – hold a koala, see roos, climb the Harbour Bridge.
I think it’ll get a great response overseas. And the song is catchy too (although I imagine I’ll be over it quite soon).

Come on 81. no one cares about all that. Just give ’em some roos and koala bears and they will come down under and buy over priced ugg boots. Sweet as.

@Scott None of the things I mentioned were introduced overseas by advertising except Paul Hogan in what was probably the last great successful TA campaign

What images do I associate with France? The Eiffel Tower – Parisians don’t go there

What do I know about New York? The Empire State Building – New Yorkers wouldn’t be seen dead there

How about London? Buck Palace

It’s not about what we (Aussies) want people to think about us…it’s about motivating them to come here by amplifying what they think about us anyway.

Like the social media part of the campaign but my big issue with the TV is that it’s basically preaching to the converted from 10 years ago. Where is the news or the truth?
Why couldn’t they have used any of the honesty or insights from the social media campaign?

As a travel writer I’ve got to say I agree with the likes of Joel. Sure, it’s cheesy, but Australia’s draw on the world stage is not cafe culture and wineries but dramatic landscapes and creatures that simply can’t be found anywhere else.

It’s not gonna win any awards but it just about succeeds in showing off the country’s main selling points. That song is going to get very annoying mind you…

Now, let’s see the ten-second cut down that they can afford to run!

‘There’s nothing like an ad full of post production’.
Fake dolphins, fake kangaroos and fake fireworks and that’s just the start. What a shmozzle. Leave the sing songs to Qantas or for that matter just give them the media budget to run more ads globally. What a shame that such a long process has led to this.

Such a shame. This could have been a great campaign. It really just shows some rather stereotypical Aussie shots – something that reminds of the Paul Hogan campaign from the 80s. Ho-Hum. There is so much more to this country.

Also…the fact that the lyrics call a Koala a ‘bear’, that is not going to go down well with the Australian public. Granted it’s not targeted at Aussies but the least they could do would be to get the basic info right up front.

A little Asian kid and a red-nut in a bow-tie is all we are proud to showcase of our diverse culture? It is predominately anglo which is disappointing given our international reputation as racists. This was a wasted opportunity where we could’ve shown the world that we are one country built on (and built by) many cultures and with that you get a unique and rewarding experience on your holiday PLUS the standard tourist draw-cards of bridge, opera house, harbour, uluru, kakadu etc. The middle America yanks might fall it but I don’t think the other target markets will.

So Mr G is directing commercials now?

Todd Sampson and Leo Burnett would be very excited by this ad.

The role of the TVC is not to sell Australia as a destination. The role of the TVC is to put Australia on a consideration set of destinations to be explored. It makes sense to use the obvious attractions of Australia at this early stage of the purchase process.

If we manage to get on shortlist, then the inevitable online research is the true acid test. Those interested in cafe scene will look up something like Time Out Sydney, those who a want a resort might rely on a Conde Nast be off list.

The idea that a TVC with people sitting on milk crates drinking lattes would provide a compelling reason to visit Australia is laughable.

Will this TVC put us on most people’s consideration set? Maybe. Was “Where the bloody hell are you?” better? I think so.

I was looking around of the joke… it got to the end and I realised it was us!

Is that the best ad we could come up with as a country?

Maybe it’s time to open source Campaign Australia…. becuase all that is fit for is a “Crocodile Dundee IV” follow film in cinemas!

‘You aughta be uncongratulated DDB!’

We reckon this ad should have been used …

https://www.youtube.com/watch?v=VfmlZt8R6r4

Bloody hilarious!

Like seriously have we learnt nothing from the NZ tourism ads…. that WORK!

And why are we still making narcissistic dated promo’s, get over your self Australia, the Opera house is going bankrupt.. that’s where it’s at!

81 and others actually have it right… (and no, Context, amplifying is a cop out, sorry)… I believe one of the tenets of successful comms is to “Tell them what they DON’T know” not the other way round. Holy crap, we are known for all that (as is Paris/Eiffel etc) so surely we could leverage something with a little more depth. And I don’t mean dialling up the Red Neck Caravan Park Camden Element. Nor the I’m-out-to-schock-you Youthanasia Option. This is research-driven, unadventurous, ho-hum, repetitive drivel that should have the TA honchos’ heads on a platter. It’s a smash up not a bingle.

I was going to write a post lambasting all you cynical bastards, but then I saw the ad. It is bad, really, really bad.

Sad to see Tourism Australia going with the VB view of what the world wants in Australia.

Prediction: By 2012 Tourism Australia is rebranded due to another failure.

This’ll never be as bad as CB by the way

Like eek said, it’s clearly a rip-off of the Discovery Channel ads.

http://bit.ly/1OTPGo

This is a problem when presumably it’s meant at least partly for America. Over there, those ads would be amongst the most famous ads of the last decade.

TargetMarketFAIL

at 99.
Wow! spot on. They did an epic copy and resulted in an epic fail!

“However, because the application is Flash-based it will not be viewable on iPhones or iPads”

Smart move when 4 in 10 Aussies expected to purchase iPad…….Whose smart move was it to stay with Flash????

Anyone know how many people tick the “visiting friends and relatives” for primary reason of visit.

Must be huge.

Outside of business travel and backpacking Australia would often go in the too hard category for the straight 1-3 week annual holiday option.

Throw in the relatively strong currency and the impact of the GFC on core markets I would have thought a more strategic look at the “friends and relatives” market would have been a better option. After all they often travel for longer, spend more whilst they’re here and have an emotional “obligation” to travel despite macro-economic factors. My folks certainly had no intention of visiting Australia when I moved here 10 years ago and now they’ve been here 9 times.

I think we could have turned to the Australian public to campaign this one on our behalf. After all nothing beats a product endorsement from a friend or relative.

I can’t currently download it, but i’m dying to… apparently there is a scene where the car is left hand drive…

As I work in an open office I can’t listen to the song.

“Football, meat pies, kangaroos and Holden cars” or “Australia, your chicken is ready”, would fit perfectly.

This campaign will work, tourists like stereotypes.

I am dying of embarrassment. This ad is the only argument I need for convincing everyone in Australia to adopt Libertarian Anarchism. Our taxes were spent on THIS, not to mention the media spend.

Joel, I don’t see a bunch of snobby ad/media/marketing folk here complaining about the ad, what I am predominantly reading is a bunch of Aussies embarrassed to be represented to the world in this way. Shouldn’t the people who this ad is about have some kind of say in how we are portrayed?

@Rebecca. Our taxes were invested in this with the intention of making a profit by getting tourists to come here and spend money, thereby providing a return on the original investment. I think that’s why most companies advertise. Dont be embarrassed it’d called business. It’s what we all supposed to be in.

@Ty

No, not really…

As Gezza said in comment 107. the aim isn’t to make tourists go “Australian people are lovely” its to make them see this as a destination that offers a unique experience and is worth paying significantly more in airfares than they would to travel to closer destinations.

As I said, I don’t like this ad. I think it is naff (and now having seen the discovery channel ad I’m a bit shocked by the level of *cough* homage it is playing*cough*). However I am not the audience and I think it ticks the boxes in terms of delivering the required message to foreigners (look at how pretty and different it is here).

I don’t mind people saying the ad is shit. I just feel that the majority of negative feedback in this thread has been misguided; focusing on the wrong elements of the commercial.

Tim – you’ve got a bias here.

The article is a press release, as opposed to your opinion – which you don’t mind dishing out when it suits your agenda.

But here is a shit ad, and you know it from your distant ‘endorsement’ of it – but that’s as far as you go. I guess you think twice when you bite the hand that feeds you. There’s certainly a double standard here, and you’re coming across a bit like a press release whore.

All Australian Tourism ads look the same to me. I’m sure people overseas will say they’ve seen this all before.

@109

Umm… Tim has published another article which basically calls the ad a ripoff.

https://staging.mumbrella.com.au/theres-nothing-like-a-copycat-ad-27026

Granted, TA’s got a bit of a task on their hands, it’s a big country to promote across a number of vastly different key markets, but I still have to agree with the majority on here that the result seems just tacky.

If repetition is the key to making ideas stick, then TA’s hit the nail on the head… But after seeing the video a few times now, it’s left me thinking “There’s nothing like Australia? Thank God!”

I don’tthink saying we’re not the target audience is much of a defence. Of a very very poor ad.

Bit like saying you have to be a hamburger to know how to run macdonald’s.

If the people that get Mumbrella can’t critique this ad, or we’re not qualified who is? Maybe Mr Bernbach?

In my very humble opinion, this is the very very worst ad of the last ten years in any category. It tells everyone the world over what they already know. And they haven;t been coming. So how will this change it?

Bring back Lara.

hmm 113, i think a fairer comparison would be saying you have to be a burger eater, rather than an actual burger

The majority of the comments made throughout this thread highlight every problem with the campaign. Tourism Australia has struggled for years, and going through my studies and focusing on The White Paper and the need for their last campaign to be bang on, after the haunting they received from “Where the Bloody Hell Are You” skit, I cannot comprehend how they can still get it wrong. Regardless of who the Target Market are, everybody is already well aware of what this country has to offer. There is nothing that this add has shown that hasn’t been seen in the past 5 years of their cliche campaigns! I couldn’t stand the Bingle crap, but after this… I reckon they should launch it again! lol. The only thing going for this campaign is the committment online. If they can drive everyone online to see ‘the real Australian’ moments and pictures, then perhaps they can get there. In the great words of Hinch, Shame shame shame. Just when you thought they could get it right!

*shudder* – we’ve gone from Baz Luhrmann epic and emotional to something that belongs with a krispie and a cup of bushells thanks.

Makes us a look a little silly compared to our neighbours who could pull together a modern emotionally charged track with powerful imagery – 2 years ago! https://www.youtube.com/watch?v=9sEZ-wdFegU – more like the tingles I’d like to see when promoting the beauty of this country too.

Cheese Ball of an AD – oh i love the left hand drive landrover. Cant belive they included that.

Does anyone recognise the jingle…. Skippy, Skippy…. Skippy the bush kangaroo!!

If you’re trying to entice international visitors and get some compelling insights into what drives them to come here, isn’t this a little bit of a worrying starting point?

“From the get go, we have listened to the Australian public and the industry…”
“…one that would strike a chord with international visitors by using insights from the Australian people.”

@Rads

While beautiful, the Baz Luhrmann campaign was a massive marketing fail (as is my understanding). The very nature of advertising is that it needs to generate a commercial return. Doesn’t matter if I love it or hate it, if it doesn’t do that.

Umm…Discovery Channel…? Its almost got the same tune.

Lovely imagery however.

How many people here know anything about Japanese or Chinese consumers and what they are looking for in a Tourism campaign? How many people know that Asian tourists want nothing more that to tick off their list of koala, kangaroo, platypus? How many people know anything about the middle east and what they are looking for in an Australian holiday? Please stop judging this through western ” we’re cooler than that” eyes. This is not about making Australians feel good about their country. This is about tourists coming for a holiday. Jeez.

Lovely imagery, low budget singing, and it’s a koala, not a bear! It is a bit tacky – would have been much better with a well-known Australian voice doing the voice over. Maybe we should get the people that do New Zealand’s ad campaigns to do ours.

@Anonymous#123

“How many people know that Asian tourists want nothing more that to tick off their list of koala, kangaroo, platypus?”

Only if market research could be conducted and analysed that simply.

One of the selling points of this campaign is easy-going, friendly Australians as the host. Now, if it doesn’t make Australians feel good about their country, it fails.

It’s still crap

Why do expensive advertising agencies keep making Australia look cheap! Is it really that difficult to market Australia? Ozzie Occer songs with some beautiful images don’t mix. Nick Baker comment about the video is “universally appealing”. Nick who does appeal to? German, USA, English Occer’sn huh? Why don’t Tourism Australia members live abroad and try to understand what appeals to Tourist. What a waste of money.

@OtherAndrew

spot on.

I reckon you lot of whinging bloody Aussies should shut yer traps unless you’ve got a better idea. Fer Pete’s sake people this is TOURISM – we’re selling holidays & good times not bloody designer handbags with arty ads that cost millions & win awards. Tourism Australia are doomed – whatever they produce is pretty much guaranteed to be shot down by a bunch of advertising & marketing wankers & agency people from the “competitors” who could always do better.
When was the last time someone seriously (I mean seriously) actually stood up & said…hmmm, not bad, well done. God forbid in the land down under if we actually appreciated someone’s efforts to do something rather than cutting the legs out form under it before it even gets underway. I mean, imagine if we let it actually get promoted in a positive way (for a change) and oh my god, it even enticed a few tourists to travel to Australia.

Is it catchy? Yes. Does it show off different places in Australia? Yes. Does is show a little bit of aussie humour & irreverence? Yes. Does it have Australian animals? Yes. Does it really matter what we all think? Only if it’s a slow news day & there’s nothing else to complain about. (OK, off my soap box now)

@simon – Simon, I am a tax payer and millions would have been poured into this campaign and I am unhappy. I lived overseas for over 8 years, very few tourist OS would come to Australia based on this commercial because:

– Tourist that have never been to Australia do not understand our humour, i.e. they will not find it funny. Tell me which parts you found funny? I’m curious
– The song is not catchy, it gets annoying and I doubt many OS people could understand the lyrics. Perhaps we should use some Australian homegrown talent as a theme song?

I am sick Australian Tourism classing us all as a bunch of bogans. Even if a lot of us actually are, stop marketing it this way.

There was a awesome video from Tourism Australia. Check out https://www.youtube.com/watch?v=QLKPGLX0ewI

skipping through 120 odd comments i thought “it can’t be that bad’…….. then, wow, watching…. jesus wept

Last time I checked, my car was right hand drive…

You’re a bunch of fucking idiots. Let’s pull back our image 30 years. Morons.

Hold on – the Tourism TVC s of 30 years ago actually had MOJO jingles
[ that is the agency ] and some stunning images – and they also had
emotion impact.
AND THEY WORKED – Positioned Australia as a fun place to visit
No hint of the good life here – accommodations / restaurants / tours / transportation
entertainment / sport or a genuine welcome in a safe place.
Waste of time and money, very few national tourism organizations still
exist – Tourism Australia will die a death with this little campaign.

Who do I call to claim my tax refund?

Get over yourselves. Stop justifying that the ad sux because “you don’t fit the mould portrayed”.

Tourists don’t care about Todd Sampson wannabes.

The ad perfectly manipulates Australian world stereotypes. This is the best way to bring tourists in.

All the comments complaining about the old image: There is no world stereotype of Australia that we are modern. People will just think WTF? if you try to change it.

Again, get over yourselves Todd Sampsons. It’s not about you.

Marketing Australia to the world will always be about the environment + crocodile dundee.

Am I the only one to notice that the melody is a blantant rip-off of the Mouseketeers theme song? If Men at Work lost the Kookaburra song action, then this jingle should get a real hammering….

I totally get the point that this ad is designed for an OS market and therefore we are not the target. I also get that there are many in this industry that would prefer to see Australia portrayed in this ad as the very epicentre of sophistication. It is fair to say that you could justify the imagery on the basis that it is showcasing the country’s more appealing aspects… the silly jingle is simply trying to be way too cute and fails dismally.

@ Maria
31 May 10
12:39 pm

Unfortunately, as you might see with plenty of stickers on cars here, there is little tolerance for having those opinions for the stickers proudly state
“If you don’t love it leave”.

Such a shame that opinions and diversity are trreated like that by a large number – I am not saying a majority, a large number though.

The ad will probably get the international audience here, and they will love it here. It is mainly us Aussies who whinge and moan about the place, because we see below the surface living it everyday.

saw the ad, read the article in SHM. So to DDB Sydney who made the ad and to the odd expert.. I’m not an inner-bloody-city Sydney intellectuals.. I’m a 46yo married man living out in the western subs of sydney, I fix pot holes & roads for a living, I rent housing commission as I can’t afford to buy, I left school in 4th form, I hate pollies calling me a battler and I hate this ad. So how about YOU get down from YOUR high horse YOU inner-bloody-Sydney intellectual and stop spending our tax payer money on this crap, make a real ad where people wont think we’re a nation of dumb throwbacks to the 60’s/70’s. Stop pretending to know who we are over your long lunch in some fancy club.. get a new job as you guys are obviously not good at the one you have right now.

Not really a fan, but then again its not meant for me.

I’ll be interested to see what imagery makes the cut for a 30” execution- that’s where it’ll be really hard to find a representative sample of Australia (eg choose between a Pub or a Beach or The Opera House). Tough job me thinks.

@Trevor .I smell a rat.

Codral called and they want their jingle back… “Soldier on with codral”

The Tourism Australia account has always been the most difficult advertising account of any. The client is a bureaucrat, your target market is very different to you, the competition is much more well funded and your critics are your mates.

Under those conditions, bloody well done.

This shows Australia to be a warm, friendly and happy place to visit. You wouldn’t think so if you read some of these comments.

Anyone commenting actually know anything about marketing? These comments are hilarious. It’s not supposed to be reality. If it were we could just cut some footage of the Cronulla riots or maybe a pub bashing CCTV, fat Aussies queuing in MacDonalds, countryfolk shooting the crap out of our native wildlife, loggers cutting down old-growth forests… Or better yet – you want reality – take a camera to an Aboriginal community. That’s straight out of the third-world. I’m not sure reality would lure tourists half-way across the world to spend all their money on overpriced holidays. This ad might do the trick though.

People that think this ad works, take a look at:

1. New Zealand Campaign “Forever Young”
2. Tourism Queensland “The Best Job in the World”

Then write your comments.

Is it surprising that an Asian wouldn’t know the collective noun of Kangaroos?

It’s absolutely brilliant, for two reasons.

1. In terms of the UK market, it will likely get picked up and (gently) ridiculed, meaning a lot of free, mainstream exposure both on TV and the web and newspapers. People will read about the terrible singing, they will flock to YouTube to hear it for themselves, and see all the amazing images

2. This plays very well to the superiority complexes that most foreign nations have about one another. The Lara Bingle debacle did the opposite: it insulted potential tourists. This allows people in Europe and Asia to feel superior and unthreatened by Australia, but attracted to its great weather and natural scenery. It hits the same buttons that Neighbours did back in the 1980s: wonderful weather, beaches, Luna Park, good-looking people, but amusing mullet hair styles and accents.

no matter who produces what, most of you folks are going to rip the guts out it. ie: the agency should insert a bit into comms about Australia’s Tall Poppy Syndrome and see how that goes for our reputation and economy.

@MediaSpark – you’ve got your knickers in a knot for some reason. Missed the gig, did ya?

Regarding the ad, and the whole campaign: it seems like there’s a panel of self-appointed experts ready to fix it up. How many of you could actually work together to make it work better? What a bunfight it would be…all wanting to get your hands on the cash and putting OZ second.

Go do something useful with yourselves, like promoting Australia instead of having a sook.

Australians tend to be quite proud of our country, and rightly so… It is a big and varied land, with so many things to show off… The trick is what do you show? The stereotypes that are our traditional USP, or some of the amazing other things out there? I would say sticking to your point of difference 80% of the time and showing that there is more on offer in the remaining 20% is probably a good mix – familiarity with a comfortable layer of surprise!

Im williing to guess most Aussies havent travelled the country in all corners… deserts, tropics, snow & cities!

If this ad just creates/maintains some top of mind awareness to the overseas tourist market, then its working. If it can convert a few tourists its a winner. I reckon it will be somewhere in between.

It is not bogan at all. It is quite sophisticated, only the ending is a bit unemotional. I liked it.

@Aussie Battler – Didn’t miss the gig. I’m proud of our country and would like it to be seen in the best possible light. This ad doesn’t do it. However, there are some positives as per @anon1 comments. The bad press in UK could actually turn into free publicity. Nice one.

F…… Me!!!!! What does it take to make some people happy. The ad shows Australian beaches, bush and wildlife. Isn’t that why most tourists come to Australia? or is it to shop at Katies or J&B Hi Fi??????
As far as show casing Australia as a sophisicated country goes forget it. Mr Conroy has ensured that the rest of the world sees us as uneducated bogons who need some wombat to tell us which websites we can look at.

@MediaSpark – would it have been a postive or a negative to have Lara B in the ad? Methinks the domestic free publicity would have given things a boost. 😉

Lara, where the bloody hell are you?

@Theo,

“What does it take to make some people happy?”

Not much mate, just a decent soundtrack… and an original idea. The lack of both doesn’t redeem the impressive imagery (which I think is fine for the target audience).

On soundtracks, what about using cuts from this track: https://www.youtube.com/watch?v=BmfFAsuXicA

Campaign could show a range of days in Australia, each ending with ‘sunsets, sunsets, sunsets… over the beaches, beaches, beaches’ (every state has a coastline with decent beaches, so no issues there). Great local talent with a real Aussie sound and plenty of emotion in the song.

To those who asked ‘what would you do differently?’, that’s my two cents worth.

Creative for hire…

How hard can marketing Australia be? think about it from a ‘product attributes’ perspective – we’ve got the full Monty. And guess what – people come here for all those experiences captured in the ad, not for shopping on Collins street or having soggy lasanga in Cartlon.

Too bad the TV creative is so shitty. There’s nothing wrong with layering at least a bit of class on our national positioning surely. The website is a great idea tho

My koala just vomited all over my platypus.

@OtherAndrew – yew! Totally agree dude. This is what Australia is and this is what sells Us.

Btw, on that last note about soundtracks (pun intended), this piece of UGC has almost 20 000 views from somebody cutting together pieces of their first day in Aus to the same song:

https://www.youtube.com/watch?v=5DmsIigwbj8&feature=fvsr

ok – the website might be a great idea but guys – make sure it works!! The goddam back button on the image won’t take me ‘back’ to the map – core usability guys. common!

Creatively I personally dislike the ad, but I also dislike crappy gift shops in the Rocks that sell toy koala’s and boomerangs – they do however seem to do a roaring trade and tourist flock to them, so maybe this ad might have a chance.

Taxpayer dollars or not – I presume this campaign is about increasing tourism dollars, rather than an exercise in trying to define our identity.

Australia is Pricing itself out of the tourism industry.

Tourism Australia spends millions of dollars on advertisments and on promoting Australia as a tourism destination. The cost to stay and travel in Australia is becoming exhorbitant compared to neighbouring countries such as Japan and Korea. A single room in a business hotel in downtown Tokyo, Osaka and downtown Seoul and Busan southern Korea costs considerably less than a hotel room in Sydney and Melbourne, not to mention smaller Australian Cities. The minimum cost for a single room in Devonport, Tasmania will cost you at least $125 per night and Yulara – Ayers Rock, a single room will set you back at least $200 per night. In Sydney, the Sydney YHA youth hostel near Central Station charges around $110 for a single room and the Novatel Hotel down the road in Pitt Street was $99 mid last year. Flying one way to Yulara by Qantas is around $270. (Discount Airline flights are not available when you need them). (A friend of mine has just booked flights and accommodation – Alice Springs and Ayers Rock for himself and two European tourists)

Compare this to Japan, where you can get a budget single room in down town Tokyo for as low as $35 or a middle range single business room with ensuite bathroom for around $85 and in down town Seoul just $35 a night for a very comfortable room with ensuite. A single room in a good business hotel in Osaka will set you back just $45. Then you can fly from Tokyo to Seoul return for around $400.

Hotels I stayed at in Tokyo and Seoul and Busan and across Japan have free internet available, At Australian hotels, I have stayed at, the price for the use of internet is not only charged, it is exhorbitant

A sandwich is Tokyo costs around $3.00, a meal in a restaurant less than $10 and Seoul, a good meal will set you back around $4 to $6. Double this price for the equivalent in Australia. A bottle of water at Narita International Airport in Tokyo costs around $1.30 compared to Cairns and Melbourne airports around $3.95.

Tourists to Australia complain that this country is so expensive. Tourism Australia needs to take a good hard look at accomodation, travel and meal costs in Australia.

Australia is now far too expensive to travel for tourists and certainly for this local.

Carole Goldsmith
International Journalist, Public Relations Consultant and Trainer.

@ Tourism Austrail: Are you sure you want Sophie monk to sell Australia? Wasn’t Lara Bingle bad enough? What’s next, Shapelle Corby?

@ Tourism Australia: Are you sure you want Sophie monk to sell Australia? Wasn’t Lara Bingle bad enough? What’s next, Shapelle Corby?

Lewis John
1 Jun 10
12:02 pm

good idea, she wants a baby, so we could market that angle…little doubt she would be up for it in exchange for a “Henry”

Congrats DDB…Fail!

Who needs boarder protection from the govt, who would want to come here after seeing that rubbish

My god, don’t you Aussies whinge a lot?
Who is this aimed at?
Why *do* they come to Australia?
Personally I think it’s cheesy, it’s OTT, it’s slightly cringeworthy, but it’s perfect for what it was made for. You can rail against promoting Australia on the stereotypes (ie the things that it is famous for) and try and go all niche, but that is more for the state/city tourist boards.

Yes it could’ve featured a winery, but if you asked me to sum up what I like about living here, it’d be
– Great outdoors
– Friendly people who aren’t stuck up

Unlike most of the commentators here, but then we are in the latte set, eh?

Have a think if you watched a commercial for [Brazil] and didn’t see football, samba, capoeira, Iguazu… Would you go there because Brazilia has some fascinating architecture or actually the food in Sao Paulo is very good and there are loads of Japanese people living there? Nah…

Well… sitting here in Wellington, New Zealand… the ad showcased all the touristy stuff I wish I could afford to do in Australia. I like it.
I guess we all find our own tourism campaign’s a bit cheesy. Not every kiwi bungy jumps in the weekend but that advertising works for the folk who don’t live here.

Sounds to me like some of you need to get out of your inner city apartments, leave ya cafe lattes behind, and head out west and see how the people that actually contribute to this great land live and behave. People….we have a unique country with unique people and arguably the best lifestyle in the world and it was made that way by the very people you continue to denigrate………….if the people in those adds are bogans then call me a proud bogan as well and a proud Aussie…….i`ll be thinkin of yas tonight when i look out my backyard at the gum trees after ive cracked a tinnie or two to the smell of the chops on the barby…..cheers
Proud Aussie….and Queenslander….go the Maroons

@fabian tallinn.

Brilliant.

It’s been bugging me since yesterday. Everyone who’s watched it. pause at 48 seconds. Turn down the sound. Press play. And sing. M O U S E. Mickey mouse…. Mickey Mouse…

Oh the unbelievable irony.

A $2 production, I don’t know about you guys, but this looks like someone’s been at the Kool-aid AGAIN.! written spoken and authorized by Sir yob-a-lot & Co AGAIN.

There really is “nothing (or should it be nowhere) like Australia”. It’s plain and simple with the (kind of) catchy Skippy tune. On that note (sorry) is the writer of the ‘Skippy’ tune receiving royalties?

Tourism is also promoting the cultural side of Australia with many festivals and the like but there is no reference to this in the ad. I also noticed that a Koala is refered to as a bear – it’s not.

The idea is to put bums on plane seats – let’s hope this one works.

Don’t mind the visuals, but why, oh why, please someone tell me, did they have to pick people who can’t sing in tune?! I have to change the channel every time it comes on. I’m so embarrassed that this is representing our country. Use the song if you must, but make it good to listen to.

There weren’t nearly enough racists in that Ad for it to be an accurate portrail of Australians…

Could have found better singers in any karaoke bar in town (or even a unit block shower).

Heard a comment from a participant in the ad who was paid $2000 and is using the money for a trip to New Zealand!

The folk at TA just can’t get it right, can they?

Reckon Tourism NZ do the business.

and it won’t work – bets anyone?

Where’s Rita the ETA eater in this ad? She clearly had a role in its creation…

Being English and living here, I love it. This is all about getting people to visit Australia, not about getting people to live here. From that perspective, this is Australia’s USP & brand so smash it hard! Yes Australia is oh-so sophisticated these days, but holidaymakers have many sophisticated choices. They don’t have many choices if they want to hold a Koala.

To @ Julie’s post – I personally think the New Zealand Tourism campaign is a better benchmark to follow. Stylish, friendly, engaging, enticing and aspirational. You really wanna go to NZ when you see their ads. You really wanna go elsewhere when you see this latest Aussie flop.

I have travelled to exceptional places in Australia and am, as I write, in the desert in Arizona, USA.

I KNOW that there is no other place on earth as beautiful or as surprising as Australia. Every time…EVERY time! a new ad comes out I get excited..and then get really disappointed and annoyed. This ad is no exception. You do not honour the extraordinarinous (my word) of our country or peope. Find one..ONE!..person on this continent who has ever called a mob of kangaroos (an aboriginal definition) a ‘herd’. Your writer, perhaps??
I am a farmer’s daughter, an art teacher, a practising artist (photographer), a traveller and an unparelled worshipper of our country…and I have the answer for you next time you decide to make an ad. You can contact me and I will work for free of charge. I’m serious. A “..muscial spectacular..” (no..that is no my spelling error..it’s on the mumbrella website)….you cannot be serious.
Sigh..

And, Rick (re holding a Koala)…..who does???

This is though..’unparelled’ 😀

I have an idea that will stop us from embarrassing ourselves and save millions of dollars in the process – why don’t we just piggyback off the NZ campaign?

“Australia – Stop in and say hi on your way to New Zealand!”

I’m genuinely surprised, based on the comments above, by how moved people appear to have been by this ad … “fully gee’d up” would be a fair assessment – But I don’t get what’s to like or to loath: it’s not too serious and it’s not overly tongue-in-cheek. It’s not all picture-postcard imagery and neither is it introducing the “real” australia. Sure, there are bogan qualities, but it has a stab at “cultural (sydney)” too … feels like it might have at one stage in it’s conceptual life been a stronger idea that got diluted by the process? Maybe blow-back from the “Bloody Hell” campaign doomed TA to fence sit this time … I can only feel “ho-hum” about this one.

Great to see that democracy is alive and well in Horstrailia. The ad is rubbish and is not very Australian at all. Where are the people bashing Irish tourists into a coma, or yelling racist abuse, like “Welcome to gods own earth yuse pommie bastards”. The noise that is called the soundtrack is the worst bit, rubbish childish tune, and I must say I have never seen a piano player on the beach yet, saw an accordion player in Newtown once. People coming here for a visit obviously want a wide range of things to see or activities to be part of. Shots of national parks, boats on the harbour, great food, sophisticated wines, educated people, thats what I see Australia has to offer. Yes there are milyens and milyens of Boguns, but how many tourists go to Bleaktown, oops Blacktown to cuddle a bogun. Come on Aussie Come on.

Seriously – if someone else says “it’s not a Koala bear” try listening to the ad where the bloke actually says “it’s not a bear” as soon as she says it.

Too much money spent on the director.

Not enough money spent on the song.

To the nay sayers get off your F%$KEN A%SEs are do better. You make me sick, this is a promotion of our country if you want the USA or Europe then by all means feel free to leave. You Morons need a wake up call in National Pride.

Cheers

The Bogan
Who Owns A Commodore

Just a little tiny bit of free no frills Oz promo for last 5 years

http://picasaweb.google.com/fotomagnetoz

I really love the campaign. I even like the tie-in with advance australia fair. The ad is not meant to be a reflection of how we see ourselves. It’s a reflection of how the rest of the world would like to see us.

This happens all the time in marketing: I dislike the slogan of the company that I work for, I think it makes us (the people that work there) seem dumb, but our customers like it because we don’t seem arrogant.

The fact that we Australians don’t like how the ad portrays us is not actually important. I have the feeling many Australians would prefer an ad that says “we’re a classy, sophisticated, intellectual bunch, drinking wine in the barossa, etc etc”, but that’d be to pander to our insecurities.

I think campaigns with Paul Hogan put an idea of Australia in the mind of the world. I felt that very strongly when I was last in the US speaking to people who weren’t even alive at the time. They wanted to know about kangaroos and throwing shrimps on the barbie. So I think it’s good that the campaign evokes a bit of that spirit. Also, I love the “it’s not a bear” line.

Discovery Channel Rip Off. Watch Rudd dodge ANOTHER bullet on wasting tax payers money on this one and then handing millions in compo to them.

@kcmg I had the same thought…. “Huh? That steering wheel is on the left side!?”.

And yeah, “it’s not a bear” — only thing better would have been what happened to me (an American) when visiting the Whitsundays several years ago and seeing a small wild animal. I exclaimed with glee, “A little kangaroo!”. A jaded 8-year-old admonished me (no mistaking the tone of voice, really): “That’s a WALLABY.”

The ad with the exception of the New Year’s fireworks from, what was that, NYE 2009 or NYE 2010, looked like it was advertising a 1970’s version of Australia, complete with the most prominent visual of indigenous Australians being the clip of the billabong. It pretty much says: “Hey, you, come to Australia to see the Bridge, the Opera House, the wild animals in the bush, a tree with a big trunk, and a big rock. And while you’re here, you can see fireworks, have a barbecue, go to the pub, and see the water, just like anywhere else.”

I think it probably represents what many Aussies of UK heritage think is great about the Aussie landscape and lifestyle, but my conflict with that is that those aren’t really things that can be experienced in a typical 10 day holiday Down Under. Sure, you can sound-bite much of it in that length of holiday, if you hurry, but it doesn’t really sink in. I visited Oz several times before spending most of a year there in a mid-sized country town, and it wasn’t until I’d been there for maybe 6 months that I felt as much a part of the pub furniture as the other regulars, wasn’t until I’d been there for 3 months that going to the bowls club on Sunday with a couple local friends for Sunday Roast became the rule rather than the exception, wasn’t until I’d been there for 3 months that a stinger suit was par for the course in FNQ waters, wasn’t until maybe 7 months into it that I donned my first race hat and went in person to the races, wasn’t until a month after that that I understood a TAB bet on “place” meant that it paid when my horse came in 3rd not just 2nd(hoowheeee!), wasn’t until I’d been there for 6 months that I could confidently tell other overseas visitors, “No, you won’t generally see too many roos right around here. This is cane-growing territory. You’ll see toads and geckos and goannas. Roos are further out.”

My impressions of it from my shorter trips were very different. It seemed that whenever I visited a local pub I was as much of a curiosity for the locals to explore, as the pub was a curiosity for me, so I didn’t really get the pub experience I did when I spent more time in an area. I did go on a few wine tours, though. Manly beach didn’t require a stinger suit. 😉 I was puzzled by the ubiquitous outdoor barbecues, wondering where people bought the grills to put on them to cook food, because in the US our barbecues are grills with slats, not flat metal plates. I was fascinated by something as simple as the Aussie meat pie, and the fact that the world stopped for many people during marathon days of cricket on TV. Add NRL, Aussie Rules and bowls as being curiosities. I (obviously) didn’t know a wallaby from a roo, but I was floored by the unusual noises and colors of the birds even down in the Sydney suburbs. More than once I was surprised (not in a good way) by shops that closed before dark, or didn’t open at all (Mackay, I’m speaking of you and Sunday trading).

The ad does an OK job of presenting a somehwat whitewashed view of the Australia I experienced in 2009, but doesn’t quite capture the one I saw before that as a tourist.

Oh, and that song? I like it. But I liked the songs in theme park ads in the 1970’s, too. I’m not sure how well it will appeal to 20- and 30-somethings today. It might come across to today’s ipod generation as “quaint”.

I see 3 asian females in the car and I think another 2.
No asian males..
Typical Australia Media trying to lower the value of Asian males in society.

I don’t like it. Not because of the littany of cliches. That’s how the rest of the world sees us. And not because it harks back to the good ol’ days of a Mo and Jo jingle. There’s nothing wrong with a great piece of music to help an ad along. I don’t like because it’s done so incredibly badly.
The problem with getting people who normally scoff at jingles to do one is a] they either try and spoof the genre, or b] they just don’t get the genre. If this spot had been done by people who love jingles, love cliches, actually love that style of advertising, it could’ve been great. Mo and Jo would’ve done a great jingle. Jo still would do a great jingle. And they’d have the guits to put their names to it. The fact the creators of this ad have chosen to remain annonymous is the most damning critique of all.

I wasn’t going to bother commenting, but I think after reading all these comments there are a few things I have to say.

To the person who said “We” don’t know what the asian market is after, and they just want to tick off the stereotypical to-do items off a list, you are wrong. I worked for an in bound wholesaler, I know what they were after. Most of the Japanese market has been here before, they’re now in to very different forms in tourism, like tours of hospitals and meeting mayors. It sounds strange, but they’ve seen the kangaroos and if we want to keep them coming back, we need to offer something else. Plus, this ad was for UK and North America.

Second, My mom visited Sydney from Canada for my wedding and she was actually quite shocked. Due to commercials like this, she had a completely false idea of what this country was about. She had this idea that there were Kangaroos bouncing around, guys with cork hats big knives. I sent her a link to the ad, she thought it was a joke, more like false advertising than a great ad for what modern sydney was like.

And finally, whats with EVERYONE being white?! Oh, besides the aboriginal kid swimming in his billabong and the asian tourists. I thought we were better than that?

i want the song as a ringtone

@ Graham
Japanese want to come to Australia and do a tour or St Vincents and meet Clover Moore? Jesus thats nuts!!! Perhaps they can tack on a visit to a Aboriginal camp. I’m sure that will get em coming back.

And this makes 200 comments

I am not an Australian and been there several times. Now, after watching this video, I guess I will not visit that country again. Quite different from what I actually saw.

A poor rip-off the Discovery Channel theme song. Worse, I just could not bear joining the chorus: the song is bad, the singers are worse.

@The Hanging Chad I know, its really strange but it happens. They like to see how infrastructure in other countries is implemented. Personally, I would prefer watching paint dry, but whatever floats their boat.

Of course thats not ALL Japanese tourists, I’m just saying there are people visiting that are not here to see a Kangaroo or drink in a pub.

Art is becoming huge in Australia – not one indication of any of that. Sydney currently has the third largest Biennale (and the best venues) in the world happeining and take a stroll up Macquarie Street in Sydney right now for the VIVID Sydney (plus many other venues). http://www.misociety.com.au

Ask how much of taxpayers money goes into Fashion Week in Sydney.

Disclaimer: I’m not Australian, I’m a Canadian who has chosen to move here. Because there’s nothing like it. (haha ok that was a bit much)

Maybe I’m just in a good mood, or I just really love living here or I’m not being critical enough but … I like it! I think it’s a feel-good ad, and it appeals to me as someone from somewhere else. It shows off Australia and I like the variety of people they got involved in the commercial (which matches with other components of the overall campaign, which I really haven’t check out yet at all). I like how the people in the ad got into singing this simple, easy song – especially the two girl on a road trip across the outback – and exclaiming about where in Australia they were (this billabong!). And they DID say a koala is not a bear. Makes me want to see the parts of Australia I haven’t yet seen.

Look, I’m as cynical as the next person … well, actually, I’m not! I don’t think that just because we’re in the biz doesn’t mean we need to be so cynical and negative about ads like this.

There. I said it. I like it.

As someone who is going to Australia in the very near future as a tourist/student I would say that the ad beat around the edges of what I like about Australia. The natural landscape and the cities are very much what I’m interested in, unfortunately with the presence of zoos seeing the unique animals doesn’t have too much weight for me.

I would recommend emphasizing your urban culture as well as the geographic potential to be an East meets West melting pot (I’m sure it happens plenty already, but again I’m an outsider for at least 6 more months)

And I’m not sure where people are getting the sort of “bushman” vibe from this ad, I had no thoughts of things being backward, but maybe I have a coloured image of you all still.

This ad summarises why certain US celebrities (and sadly, other OS people) think of Australia as a bunch of rednecks.

Excellent job of promoting that stereotype to the rest of world … thanks, Mumbrella, Thanks, Tourism Australia.

From sweden – thank´s we think you did a great job. Nice easy piecy film that fills our heart of wantings.

i like it, it made me happy. now i want to jump on a plane or in a (right hand drive) car and go see the country. i think it’s a little bit bogan and a little bit listening to opera in the vineyards which is probably a little bit of most of us. as for the song if it sounds like lots of other catchy jingles is that such a problem?

Has anyone noticed the two girls driving in the outback at the 1:02 mark? The one on the left is driving. Is that to make those in foreign markets feel like home (if they are LHD), or just a monumental cock-up? Considering the appalling shot of the family with the kangaroos surrounding them at the :46 sec mark is RHD, I’ll go for the latter. What happened DDB?

I’m swedish and I think this is a great campaign. It’s fun and makes me want to jump on a plane and jet over. And that’s really the purpose, isn’t it? Not to satisfy all of you who live there, but to make people from other countries come and spend money. And it’s going to do that job very well.

Hey – If England ever do a tourism ad they could include the mumbrella audience – what a bunch of whingers. I like the ad. Good job.

My beef:

1. Crap singing
2. An Aussie tourism GM that uses American vernacular; anyone that says from the ‘get go’ should be slapped!

I hope Larrikin records don’t own the copyright to Advance Australia Fair…

why do we need to keep making these ads year after year! its a waste of money. asa client, TA are never satisfied – clearly. lets try and work out who we are and stick to it.

Not at all an accurate depiction of Australian life. Shows some great scenes but for those interested in bustling cities and the finer things, it appears Australia has nothing to offer.
Also noticed the two girls driving along singing – the driver is on the left hand side of the vehicle! What the?!

Erm, for those interested in bustling cities and the finer things, what does Australia actually have to offer?

Having recently returned from living overseas for the past six years, I’m embarrassed firstly that this is the best we can produce for our amazing country and secondly that that our ad industry produced this, not some eighth grade kid for his school project!

This gives the wrong impression of Australia to the world, it shouldn’t be allowed to air.