If you watched the Super Bowl recently, then there’s a good chance you saw an interesting (and somewhat controversial) clip advertising the release of a brand-new Crocodile Dundee film. The advert aired for around 110 million viewers as part of a $38 million campaign intended to inspire American customers to visit Australia.
The Super Bowl campaign is the most expensive tourism campaign ever aired by the federal government for an overseas market. In fact, on average, most customers pay the NBC somewhere around $5 million USD for a 30-second slot. However, Tourism Australia negotiated a slot unlike any other.
The “New” Crocodile Dundee Movie
Initially, the ad for “Dundee: The Son of a Legend Returns Home” appeared to be showcasing a new Crocodile Dundee movie, featuring stars like Margot Robbie, Hugh Jackman, and Chris Hemsworth. However, the more we watched the fake trailer, the more obvious it became that it was an attempt by Tourism Australia to draw more US travellers into the country by 2020.
The Super Bowl ad was essentially a continuation of numerous faux ads that have been showing up online in recent weeks to suggest that a Crocodile Dundee film sequel might be on the horizon. According to the Minister of Investment, Trade and Tourism, Steven Ciobo, the Australian Tourism committee believes that their huge investment will pay off, as it was a creative way to captivate an important audience.
It’s safe to say that the Super Bowl has a huge amount of viewer potential, as the biggest broadcasted television moment in the United States every year. Last year’s game drew in more than 111.3 million viewers.
A Powerful New Campaign
According to Tourism Australia, the new Dundee ad had already seen a significant reach on social media to more than 412 million viewers before the Super Bowl advertisement aired. The other trailers produced online got more than 68.8 million views, and they achieved double the attention of all other super bowl ads.
In the campaign, comedy actor Danny McBride played the role as the long-lost son returning to see Dundee and save him from the dangers of the outback. Hemsworth is the man taking McBride over the seas to see “37,000 miles of pristine beach”, and taste some of the best wines in the world. Eventually, it clicks for McBride that he’s not going to be in the next Dundee film, and is instead in an advertisement for Australian tourism.
In the meantime, Hogan, who made Dundee famous in the first place, has managed to settle a legal dispute with “Grill’d” where he sought to prevent the burger chain from using their own version of a classic line from the movie: “That’s not a knife…” The dispute ended with Grill’d paying $10,000 to the “BARBECUE” Cure Cancer campaign.