Kylie Minogue stars in Tourism Australia’s Philausophy campaign targeting Brits
Australian pop superstar Kylie Minogue is the face of Australia in Tourism Australia’s latest ‘Philausophy’ push to increase British visitation.
The three-minute ad debuted just before the Queen’s Christmas message on ITV, and sees Minogue and a host of Australian stars – including Ian Thorpe, Adam Hills and Shane Warne – sing the ‘Matesong’ to the British people.
ITV had been teasing the ad in the lead-up to Christmas, encouraging UK viewers to tune in before the Queen’s address for a message from ‘Kylie and mates’.
I think they missed someone
109 credits..is this a joke? that was beyond ordinary and another clunker from M&C on this account. probably glad they released whilst all agency/marketing folk are on holidays.
Credits list longer than the press release – what a wank!
Stupid advert, very confusing and bad taste as it seems Minogue is, yet again, showcasing HERSELF! Also, why would anybody want to go to Australia when it is alight with bush fires. She should go back herself, get rid of her plumped up ego and face!
@Helena,
Not to turn this into Campaign Beef or anything, but geez. I doubt it was shot in the last month during the bushfires, you clearly don’t work in advertising, and are not sure a tourism ad about bushfires would help drive tourism and fuel the economy.
UK news has constant coverage of the bushfires. Can’t imagine any Brits wanting to come over right now.
Always one of the toughest briefs in Australia and ironically not designed to be judged by Australians at all. Congrats Cam and team, I think you nailed it.
Kudos casting. Hope the Poms luv it and come in droves. Keen to see the main spend short version to see if the high production value and theatrics translate on frequency. Benchmark Paul Hogan X Digital or a lot more time should have been spent explaining how this campaign is ridiculously media efficient for long form creative.
Well executed, and thankfully free from cringe, but I do wonder if it’s missing something.
Very few people eagerly jump on a hellish, expensive 24-hour flight from the UK to Australia purely for good weather and white sandy beaches when Portugal and Spain the south of France are a couple of hours and £79 away.
Their target audience (specifically, cashed-up tourists… not backpacking kids) are coming here for some other reason. To reconnect with friends/family who are living here would he high on that list, I imagine.
So show that. Show the reunion at the arrivals lounge before seeing the sights. Give them a hint of the emotion they’d be chasing… then pile on the weather, beaches, red centre, rainforests, hipster cafes… the variety of what we have to offer.
Did they ask Billy Joel for the Always a Woman melody?
My first thoughts too!
nice shots. But with so much resource the lyrics should have been a lot of funnier and the song better. “Tuck you in bed” ….should have been funny but wasn’t – needed some cheeky arrogant acting. Still good work getting this up with what must have been a challenging approval process
This seems polarizing! People either love it or hate it, which—as they say—is far better than it being boring and forgettable.
Personally, I find it boring and forgettable.
Reinforces why I have no intention of visiting – ever.
There is something a bit tired and bland about it all – perfectly suited to the Poms, no doubt. Will it compete with direct flights from Birmingham to Kefalonia? Brexit fatigue, probably not.
Not much more than chewing gum for the eyes.
From the family names in credits it seems more about Anglo Irish Oz seeking approval from the UK under the guise of a tourism ad campaign.
Not to dismiss UK as a still significant market but surely other reasons, features and word of mouth are more influential than any ad?
The only way to measure any success would be surveying UK arrivals vs PR spin?
Will probably poll well in awareness testing.
After all with 120 people credited they have a head start.
I don’t know whether I was more bored watching it or counting the number of people in the credits.
I think it’s a stretch to call it part of the ‘philausophy’ campaign.
They haven’t used that line in this piece of film at all. It would be interesting to hear if they have officially moved away from that line. I hope so – I’d be disappointed if they weren’t nimble enough to tweak the campaign on the fly to improve it.
Personally I believe the line in this to be quite a bit better – With love from Aus.
Hi Mike,
It’s not a stretch on my part. I went to a one-on-one briefing with Tourism Australia about this part of the campaign before it launched. This is the next evolution of Philausophy, according to TA.
‘Come live our Philausophy’ is based on the idea that Australians embody nine unique ways to life which are marketable around the world – mateship, balanced lifestyle, sense of adventure, story-telling, ‘no worries’ attitude, boundless optimism, the Australian flavour, generosity of spirit and love of nature.
Different elements of these nine ‘Philausophies’ will then be tailored into “bespoke” campaigns for different international markets. Matesong, made for the UK, is primarily based on mateship, but also relies on the Australian flavour, love of nature, boundless optimism and our (alleged) ‘no worries’ attitude
I agree that ‘With love from Aus’ is a lot easier to understand and digest though.
Thanks,
Vivienne – Mumbrella
Taking a step back for a minute, I like the concept that behind ‘Come live our Philausophy’ the campaign will bring to life Australias nine unique ways to life and then share those executions with relevant global mass markets. That feels relevant in this day and age.
I’m also sure that this campaign is built on great insights, after all 109 of our industry peers were involved. However, its the execution thats misses the mark, leaving me completly underwhelmed. I dont hate it, nor do I like it. The comment above, ‘I find it boring and forgettable’, pretty much sums up this campaign and how not to spend $15M.
One of the best international tourism ads ever…..blown away with how it hits the perfect touch & feel for given target audience. Huge congrats. Glad it masked optimism for that other Aussie trait of whinging & whining (see above comments) 🙂