'Crocodile Dundee' Super Bowl Ad Explains Australia Tourism Stunt

'Crocodile Dundee' Super Bowl Ad Explains Australia Tourism Stunt

YOU would be hard-pressed to name a more iconic Australian movie than Crocodile Dundee.

"Not gonna lie, Kenny Powers [the character Danny McBride plays in Eastbound and Down] as Crocodile Dundee would be the best thing to come out of Hollywood in decades", the son of the US President tweeted. 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.

He further revealed, "It's a tourism ad for Australia", shutting the buzz on the possibility of a movie based on the original comedy film, which starred Paul Hogan.

"Aussie icons like Chris Hemsworth, Margot Robbie and Hugh Jackman are huge in the U.S., their popularity will help showcase Australia and get the message out to visit Australia", he said.

A who's who of Aussie A-listers, including Margot Robbie, Hugh Jackman, Russell Crowe, Isla Fisher and Hemsworth's younger brother Liam, worked for mates' rates to appear in the commercial which aired just before the game's half time break.

"Whilst Australia ranks highly among Americans in terms of desirability and awareness of our tourism offerings, we lag behind our competitors when it comes to actual bookings".

"The Australian wine sector has enjoyed significant growth in recent years and the $50m Package aims to build on this, with a more than eight-fold increase in investment in marketing campaigns in the United States of America and China, ' Ruston said".

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

Though it seems unlikely at this stage, the campaign has clearly struck a nerve and demonstrated that despite the travesty of the third film in the series, 2001's Crocodile Dundee in Los Angeles, there is plenty of appetite for a return to the outback.

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

Advertising agency Droga5 created the ambitious, integrated "Dundee" campaign. With its Founder and Creative Chairman David Droga being a native Australian, Droga5 had high standards for this ad.

"All media is global now, so Australian loving it would be part of overall strategy as well".

"UM is delighted to be partnering with Tourism Australia around this year's Super Bowl".

"We just had so much fun shooting the commercial all around Australia, and a lot of improv and off-the-cuff sort of stuff, and then talked about, "could this be a movie, what do we think", he said.

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