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Here it is folks, Tourism Australia’s newest TV commercial celebrating all things Australia.
Shot by director Michael Gracey, the guy behind Evian’s Roller Babies and last years T-mobile campaign, the ad by DDB Sydney uses around 30 locations and will first be shown in the UK from mid June.
The TVC features average Australians – (most with average singing voices) singing along to song ‘There’s Nothing Like Australia’, specially penned for this campaign by Gracey and Josh Abrams, who you may remember from 90′s dance hit Addicted to Bass.
Click here to find out more about the campaign.
We are not so sure about the ad, but we do like the ‘It’s not a bear’ guy at 0.42s.
What do you think?
embarrassing!
When I first saw it, I thought it was an old ad from the 80′s. Hate it.
QANTAS does it better.
Surely Australia can do better than a jingle. The website isn’t so bad, but getting people to visit it will be hard with a bloody jingle.
Utter and complete shite,
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it’s hideous to the average Australian, but we aren’t trying to attract ourselves it’s for an overseas market. These cliches and stereotypes are why people come here. The jingle no matter how bad it is will get stuck in your head and subconsciously you will be thinking of Australia that’s why they have done it like this. Think about all the … See more annoying jingles, “Happy little Vegemites”, “I like Areoplane Jelly” “My dad picks the fruit” etc you know all the words to those right? (and i bet you just sang them as you read them). You don”t have to love the ad, you just have to notice it.
not impressed.
Look familiar?
http://www.youtube.com/watch?v=V5BxymuiAxQ&
@AZ is right, I recently saw that ad for Discovery Channel and was absolutely flabbergasted to find that this poor excuse for a Tourism campaign was directly recycling that idea.
I’ve heard that it is doing its job, however, so its a means to an end.
On another note, speaking as an Australian designer, I’m a little embarrassed that this product is what we’ll be judged on. Talk about lowering expectations!