Is the new Australia ad campaign wonderfully and intentionally ironic, waiting for viral stardom?
Huge debate in Australia and spreading around the globe following the release of a new TV ad for Tourism Australia.
The new ad follows the marketing campaign to encourage residents to send in photos of their favourite locations in the country – content that was subsequently used in a new inspiration site.
The idea in April was it might be a good idea to change perceptions of the country, hinting that it would be an important part of new campaign.
Fast forward a few weeks and a new TV ad emerges, appearing first of all on highly-trafficked advertising and marketing site Mumbrella.
The clip is stuffed full of cliches, with sequence after sequence almost mocking the original idea from April.
The ad has since managed to attract almost 20,000 views and generate plenty of debate. Perfect viral fodder maybe…
What do you think?
Kevin May is a senior editor and one of the co-founders at Tnooz. He was previously editor of UK-based magazine Travolution and web editor of Media Week UK from 2003 to 2005.
He has worked in regional newspapers (Essex Enquirer) and started his career in journalism at the Police Gazette at New Scotland Yard in London. He has a degree in criminology, a postgraduate diploma in magazine journalism and will be publishing his first book - a biography about electronic band, Depeche Mode - soon.