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Campaign Review: Will Ruby and Louie reboot Australian tourism?

In Campaign Review, Mumbrella invites industry creatives and strategists to offer their views on recent ad campaigns. This week, Mumbrella asked experts from 72andSunny, FutureBrand, Thinkerbell and GROUND to share their takes on the brand new Tourism Australia campaign from M&C Saatchi.

Kalila Welch

October 27, 2022 8:00

Brand: Tourism Australia

Campaign: There’s nothing like Australia

Agency: M&C Saatchi

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Kalila Welch

Kalila Welch joined the Mumbrella editorial team in November 2021. She took a brief career break in mid 2023 to complete her Masters of Journalism before returning to Mumbrella for a year.

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1 COMMENTS

? Cameron Partridge ? 27 Oct 22

Honestly I give this a 6.5 stubbies.
8 for probable effectiveness but a measly 5 for creativity.

It will probably work (though I suspect not as much as previous iterations, but this is going to be hard to measure with the COVID mess) and I do LOVE the fact that the animated character will resonate in different markets with different languages. And Rose is such an excellent choice – familiar to most but just the right amount not to come with a preconceived idea / notion.

But every time I look at it one more time I can’t help but be uninspired by the true creativity. Maybe its the marketing in me, but all I see is this campaign borrowing elements of all the past campaigns (down to the “loveable” but somewhat clueless American / Canadian being guided by the Aussie hero from last campaign). Sure, that brings some consistency but it would be nice to see Tourism Australia get really creative again?

p.s. how many people are going to watch a 9 minute advertisement?

1 Like