The Drum Awards Festival - Extended Deadline

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Agency: Droga5
Date: Feb 2018
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Tourism Australia has launched a major marketing campaign to promote the destination to US audiences with big-budget Super Bowl commercial.

The ad, which stars Tourism Australia ambassador Chris Hemsworth alongside actor Danny McBride masquerades as a trailer for a film called Dundee: The Son Of A Legend Returns Home.

The ad was teased with star studded online trailers in the weeks leading up to the Super Bowl, generating huge online buzz and outrage about the "sequel" to the iconic Australian film Crocodile Dundee.