‘It’s not a movie, it’s a commercial’: Tourism Australia release more Crocodile Dundee ads

Tourism Australia and Droga5 are behind the ‘DUNDEE: The Son Of A Legend Returns Home’ trailers which have been circulating on social media in recent weeks.

The campaign – which initially paraded as trailers for a Crocodile Dundee sequel starring Chris and Liam Hemsworth, Hugh Jackman, Russell Crowe and Danny McBride – now features ads which concede “This isn’t a movie… it’s a tourism ad for Australia”.

The ads released today spruik Australia’s “37,000 miles of pristine beaches”, “unforgettable wineries” and “world-class restaurants”.

Paul Hogan, the original Crocodile Dundee also appears in the ad.

The ad concludes with Chris Hemsworth’s call to action: “Hey, you know there are some great flight deals to Australia right now?”, before McBride confirms “Dude, I get it. It’s not a movie. It’s a commercial.”

The campaign also includes a website refresh, featuring the slogan “Dundee: The movie that was actually a tourism ad”.

The website includes featured offers such as flights, experiences and adventures, alongside different parts of Australia where visitors can explore food and wine, nature, sports and beaches.

Tourism Australia’s global media services agency UM Sydney handled media duties on the project.

This is the first time Droga5 has worked with Tourism Australia after winning the project in June last year.

The ads form part of Tourism Australia’s US$27m global ‘There’s Nothing Like Australia’ master brand campaign.

The new campaign is the largest investment the tourism body has made since Paul Hogan’s famous ‘Come Say G’Day’ ads which were released over 30 years ago.

John O’Sullivan, managing director at Tourism Australia, said in a statement: “Crocodile Dundee put Australia on the map for Americans in the ’80s. The film helped shape their view of Australia, showing them Australia’s natural beauty and Australians’ friendly and welcoming nature. And it’s still relevant today, with our research showing that Mick ‘Crocodile’ Dundee is still a character Americans believe warmly represents the Australian way of life.”

David Droga, creative chairman and founder of Droga5, added: “As an immensely proud Aussie, my goal was for Droga5 to create an audacious, outlandish tourism campaign that only Australia would have the guts to pull off. 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. What better platform than one of our most-loved treasures, Crocodile Dundee, which was also one of the best ads for Australia?”

Fiona Johnston, CEO of UM Australia, said: “With a project like this, ideas need to be bigger than ‘just a spot’ to truly win the night. Countless hours were spent crafting this idea, ensuring every connection was leveraged to its maximum potential, and that the right science and strategy was in place to convert engagement into visitation.”


Agency: Droga5 NY

  • Creative Chairman: David Droga
  • Creative Directors: Chris Colliton, Kevin Weir
  • Associate Creative Directors: Jim Curtis, Ryan Fitzgerald
  • Design Director: Devin Croda
  • Designer: Jen Lally
  • Associate Experience Design Director: Annie Ha
  • Co-Director of Film Production: Jesse Brihn
  • Executive Producer, Film: Andrew Slough
  • Music Supervisor: Mike Ladman
  • Director of Business Affairs: Jocelyn Howard
  • Sr. Business Affairs Manager: Tom Vendittelli
  • Talent Manager: Michelle Cramer
  • Senior Traffic Manager: Wendy Kaplan
  • Co-Director of Interactive Production: Justin Durazzo
  • Producer, Interactive: Alex Smith
  • Producer, Media: Aaron Matys
  • Director of Art Production: Cliff Lewis
  • Producer, Art: Nichole Katsikas
  • Associate Director. Print Services: Riely Clough
  • Group Strategy Director: Will Davie
  • Head of Communications Strategy: Colleen Leddy
  • Communications Strategy Director: Delphine McKinley
  • Senior Communications Strategist: Hillary Fink
  • Data Strategist: Janet Kim
  • Group Account Director: Edward Rogers
  • Account Director: Marissa Guerra
  • Account Manager: Annie Sherbon
  • Associate Account Manager: Jeff Winsper
  • Senior Project Manager: Meredith Nydam
  • Project Manager: Tessa Muchura
  • Global Head of PR: Marianne Stefanowicz
  • PR Manager: Danny Hernandez

Client: Tourism Australia

  • Managing Director: John O’Sullivan
  • Chief Marketing Officer: Lisa Ronson
  • General Manager – Creative, Content & Campaigns: Susan Coghill
  • General Manager – Global Media, PR & Social: Geoff Ikin
  • Global Manager – Social Media: Nick Henderson
  • Global Manager – Media & Partnerships, Marketing: Sarah Gallon
  • Global Project Manager: Siobhan Petri
  • Global Manager – Campaigns: Courtney Barry
  • Global Manager – PR, Broadcast & Advocacy: Emma Sturgiss
  • Global PR & Advocacy Manager: Nicole Foster
  • PR Manager North America: Julie Earle Levine
  • General Manager – Digital Transformation: John MacKenney
  • Global Manager – Digital, Mobile and UX: Iris Wagner
  • Global Manager – Insights and Optimisation: Manjit Gill
  • Special Projects Manager: Yvonne Cheng
  • International Media Manager: Minta Burn
  • Marketing Media Manager: Rochelle Vinson
  • General Manager – Communications and Government: Leo Seaton

Production Company: Revolver / Will O’Rourke / Biscuit Filmworks

  • Director: Steve Rogers
  • Managing Director, Revolver/Will O’Rourke: Michael Ritchie
  • Managing Director, Biscuit Filmworks: Shawn Lacy
  • Executive Producer, Revolver/Will O’Rourke: Pip Smart
  • Executive Producer, Biscuit Filmworks: Holly Vega
  • Producer: Caroline Kruck
  • Director of Photography: Russell Boyd
  • Camera Operator: Anna Howard
  • Drone Operator: Tony Driver
  • Production Designer: Chris Kennedy
  • Costume Designer: Margot Wilson
  • Makeup / Hair: Nikki Gooley
  • VFX on set Supervisor: Justin Bromley, FIN Design

Editorial: EXILE

  • Editor Pete Sciberras

Production Company: Second Child

  • Film (“The Cast Trailer” Only)
  • Photography
  • Retouching
  • Quality Control

Post Production: Blacksmith

Color: Company 3

Music and Sound Design: HUMAN

Sound: Heard City

Interactive Production Company: Active Theory

Media Agency: UM Sydney

  • Global Business Director: Sophie Bingham
  • Global Strategy Director: Chris Colter
  • Global Digital Director: Sarina Ballauff
  • Global Client Director: Ashleigh Krstanoski
  • Global Digital Manager: Anthony Thomas

PR Consultant: Kovert Creative


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