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.

Wellison D’Assuncao, creative director, LOUD, says:

“Definitely a spoof. Did a little bit of digging around and RimFire Films is non-existent. It’s just a holding-page. Very suspect to me. Methinks it’s another Tourism Australia ad.”

Jacinda Fermanis, digital content strategist, BMF, says:

“I bet it’s an ad for Tourism Australia. Chris Hemsworth, Danny McBride in two separate 30-second spots with no other actors around? If it’s really a film, I can only assume Hogan has fallen very behind on his mortgage payments. If it’s a fake, they’ve done a brilliant job in getting the approval of the Australian Government to use the Screen Australia logo as a subtle detail to sell in the joke on the website.  Honda did something similar for the Super Bowl, a few years ago, using Ferris Bueller’s Day Off.”

Scott Huebscher, executive creative director, Marcel Worldwide, says:

“I think these are hilarious! I am a huge fan of Danny McBride. These are surely a teaser for a Super Bowl ad… if I had to guess which brand, I would hope it would be for Yellow Tail Wine to redeem themselves after the very poor effort they had during last year’s Super Bowl.

Sarah Parris, senior art director, Leo Burnett Sydney, says:

“I’m not a Dundee connoisseur, nor did I actively watch the trailer when it came up in my news feed but initially I did think it was legit. But with the murmurs of it being a potential Super Bowl ad, I have to say it does seem rather likely. Not only does it showcase Australia’s countryside, its animals and every cliché under the sun, it also features Chris Hemsworth – a known Tourism Australia ambassador. So my guess is it’s an ad for Tourism Australia to get Americans to consider Australia as their next holiday destination.”

Caroline Starecky, head of innovation and strategy, Khemistry, says:

“I would lean towards it being a spoof of some kind given the Super Bowl timing (as opposed to a real movie that surely, we would have heard about the filming beforehand). As a North American, I do love the Super Bowl ad period of the year, there are always big budget ads, great stunts and teasers to look forward to.

“I’m leaning towards a player like Outback Steakhouse, which has over 1,000 locations around the world, being behind this ad because of the American and Aussie outback “flavour” of the ads. No matter whom is behind these ads, they have succeeded in creating a “buzz” and making it viral so hats off to them! But the “unveiling” to follow will be just as important. It will be fun to see how it all unfolds and who is actually behind it #staytuned.”


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