What’s really going on with that Crocodile Dundee ad?
It started out as whispers: ‘Is the trailer for DUNDEE: The Son Of A Legend Returns Home legit?’, and now it’s something people will be shouting about at the pub this long weekend. So, what is going on with this ad? Mumbrella’s Abigail Dawson speaks to Australian creatives and strategists to find out.
Earlier this week two new trailers emerged for what initially looked like another Crocodile Dundee movie starring Australian actor Chris Hemsworth.
But the dots aren’t quite joining up. Why wasn’t anyone aware of this film while production was supposedly taking place? Isn’t it convenient how close this is to Super Bowl advertising season? Isn’t Hemsworth a Tourism Australia ambassador?
Five Australian creative and strategic heavyweights reveal what’s really (probably) going on.
If you know anytbing about Superbowl advertising formula here is the checklist.
Cleebrity. Borrowed interest. Tenuous brand connection. January. Yep. Superbowl. The fact that it could be for TA, Outback Steakhouse or insert any other brand says…yep… Superbowl.
The Yellowtail ad may have been cringey-as-hell, but the Yanks loved it. Sales skyrocketed. Know your audience, I guess..
“Did a little bit of digging around and RimFire Films is non-existent.”
Didn’t dig enough … RimFire Films is Paul Hogan and John Cornell’s film production company.
Five creative heavyweights? Two are strategists…
Hi Fact check,
That was my addition and my mistake. Thank you for flagging. I have corrected.
Vivienne
Mumbrella
Two cents: not a Proper Movie, but perhaps something closer to a 15-minute short in cahoots with Tourism Australia. Ultimately, this ‘thing’ needs some pay-off content to avoid a backlash (you can’t just randomly get people’s hopes up).
Droga5 NYC. Superbowl. Tourism Aus.
Abigail, were you tipped off about this? This doesn’t read well for a journalist . . . “It started out as whispers: ‘Is the trailer for DUNDEE: The Son Of A Legend Returns Home legit?’, and now it’s something people will be shouting about at the pub this long weekend. So, what is going on with this ad? ” Faux hype perhaps?
Hi Not impressed, it’s a fine line we have to tread in reporting issues relevant to the Australian media and marketing industry while not adding to the free publicity these sort of campaigns want to attract.
On balance, Abigail decided a round up of views from industry figures about the campaign would be the best way to report it fairly and informatively without adding too much to the hype.
We think she did an excellent job of striking that balance.
Hope that helps.
Paul Wallbank
News Editor
Agreed. A primary reason I read Mumbrella is for good examples of marketing and PR and the perspective of practitioners about what makes them work (or not).
The ‘Son of Dundee’ thing is a bit weird but if it creates some mystery and gets people talking it is likely to end up being effective for whatever it is spruiking.
You can call something out for being a PR stunt at the same time as admiring its ingenuity.
http://www.adnews.com.au/news/.....l%20charge