Calls for new Dundee film after Australian tourism ad goes viral

Feb 07, 2018, 01:39
Calls for new Dundee film after Australian tourism ad goes viral

Presented as a buddy comedy, the movie features Danny McBride as Brian Dundee, the long-lost son of Mick Dundee and Chris Hemsworth as his sidekick, Wally Jr.

The blockbuster Dundee commercial aired on Sunday to more than 100 million viewers in the USA as part of a Tourism Australia campaign.

The director has previously worked with one of the commercial's stars, Danny McBride, on the 2008 film Pineapple Express. Some of the big names that had appeared are I, Tonya star Margot Robbie, Logan star Hugh Jackman, Gladiator star Russell Crowe, and Confessions of a Shopaholic actress Isla Fisher.

"The Super Bowl has the largest reach of any advertising platform in the US, with more than 100 million viewers tuning in across America and many more millions globally". "But listen, you're the best Crocodile Dundee since Crocodile Dundee", Hemsworth assures him.

The mock movie trailer is the tourism board's biggest single USA advertising campaign since Paul Hogan's Come Say G'Day ads in the 1980s.

According to Tourism Australia's managing director John O'Sullivan, American visitors represent a significant tourism market for the country, having spent $3.7 billion in Australia in the past 12 months.

Damian Eales, chief operating officer, publishing at News Corp Australia, said: "At News Corp, we believe it's time for Crocodile Dundee to be made for a new generation".

Hollywood producer and director Judd Apatow is up for making the Dundee reboot
Hollywood producer and director Judd Apatow is up for making the Dundee reboot

The website for the "movie" now redirects to a post on the Tourism Australia website. "Importantly, many viewers are the high-yielding American traveler we specifically target", she said.

That's not a tourism campaign.

Chris added that he'd need a "great script" before jumping on board, but admitted he is already thinking about his upcoming schedule and if a Crocodile Dundee reboot could work or not.

Advertising agency Droga5 created the ambitious, integrated "Dundee" campaign. 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.

"All media is global now, so Australian loving it would be part of overall strategy as well". "From the strategic rigor and creative development to the production execution and PR approach, the clients have been on this journey with us 100 percent of the way".

Tourism Australia tells SmartCompany, "there's already been close to 4,000 pieces of media coverage in Australia, the United States and further afield, conservatively worth about $30m in advertising value to us".

"We just had so much fun shooting the commercial all around Australia, and a lot of improv and off-the-cuff sort of stuff, and then talked about, "could this be a movie, what do we think", he said.

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