Tourism Australia has launched a series of trailers for a fake movie, which is called Dundee: The Son Of A Legend Returns Home.
The trailers promote the film which features Danny McBride as Brian Dundee, the loudmouthed American son of Crocodile Dundee, who travels down under to help find his dad, who is apparently lost in the outback.
“This son of a legend is forced to channel his Aussie roots as he teams up with a local expert… Together they’ll embark on the ultimate adventure in the land down under.”
McBride is joined by a cast of Australian stars including Tourism Australia ambassador Chris Hemsworth, Hugh Jackman, Margot Robbie, Russell Crowe, Isla Fisher, Liam Hemsworth and Ruby Rose.
The trailers, which are reported to be part of Tourism Australia’s Super Bowl campaign, are supported by a dedicated website which features promotional content for the film, including a release date of: “Coming soon, Mate”.
According to analysis by ad tech company Amobee, since the first teaser trailers launched earlier this month, digital content engagement around Tourism Australia has increased by 1,256%.
Amobee's data claims this is leagues ahead of all other Super Bowl campaigns and is double the engagement that Super Bowl sponsor Pepsi has secured.