Super Bowl ad kicks off major Tourism Australia campaign

But the Crocodile Dundee ad wasn’t the most popular. Stranger Things star David Harbour stole the show for an ad with Tide detergent

The minister went on to explain that the campaign, which also featured fake teaser trailers starring Russel Crowe (who is actually Kiwi), Margot Robbie, Hugh Jackman and other famous local faces, was all part of Tourism Australia's strategy to "aggressively target" the United States market.

The director has previously worked with one of the commercial's stars, Danny McBride, on the 2008 film Pineapple Express. The all-Australian supporting cast has an impressive roll call of Hollywood heavyweights and homegrown talent, including Hugh Jackman, Margot Robbie, Russell Crowe, Ruby Rose, Liam Hemsworth, Isla Fisher, Luke Bracey and Jessica Mauboy.

Tourism Australia hasn't confirmed how much the ad cost to create or distribute through a famously expensive Super Bowl ad slot, but Tourism Australia Managing Director John O'Sullivan has told the ABC there was a $15 million partnership with NBC studios to produce the ad.

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 work with Tourism Australia is an initiative to help achieve our tourism objective and drive visitors to Australian wine regions".




Speaking on Seven's Sunrise on Tuesday, the Thor star said he wouldn't be interested in trying to revive the most successful film franchise ever to come out of Australia. But Tourism Australia believes the numbers could be increased.

"This is the single largest investment Tourism Australia has ever made in the USA 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.

There was one high-profile Aussie missing from the campaign, Rebel Wilson instead featured in Amazon's Alexa ad alongside Cardi B and Gordon Ramsey which followed on from a tweet posted last week.

"Crocodile Dundee and Hoges did an outstanding job thirty odd years ago of captivating American audiences and putting Australia onto their travel wish lists". What makes Australia special isn't simply the 37,000 miles of beaches, unique wildlife or world-class food and wine-it's getting those things delivered by a warm, welcoming, irreverent bunch of people. "From the strategic rigor and creative development to the production execution and PR approach, the clients have been on this journey with us 100 percent of the way". There couldn't be a better time in the U.S. for us to celebrate those quintessential Australian values of carefree fun, good humor, and epic adventure. "Stop teasing us and make it happen!" its website says.

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