Tourism Australia’s new ad stars ‘the original Hemsworth’

The ‘original’ Hemsworth takes viewers on a tour of the set of a fake film.

New Tourism Australia ad impresses

As a follow-up to the highly successful fake Crocodile Dundee movie campaign released by Tourism Australia earlier this year, Luke ‘The Original’ Hemsworth steps up to the camera to guide international tourists through the ‘set’ on which the smash-hit-fake-movie-slash-tourism-advert was filmed.

The original campaign starred Luke’s two younger brothers Chris and Liam, alongside such superstars as Hugh Jackman, Margot Robbie and Russell Crowe, with American funny man Danny McBride in the co-lead role. Here it is, in case you missed it.

Post release, the campaign set the world afire, with many eagerly awaiting the release dates of the new Crocodile Dundee: The Son of a Legend Returns Home movie. There was fierce debate for days about whether the movie was real or fake.

To Tourism Australia’s credit, it stayed mum on the subject, which only further fuelled the fire and, as a result, the focus on Australia as an amazing destination.

The follow-up campaign takes tourists on a ‘tour of the movie set’, which just happens to be Australia. Luke brings all the humour for which the Hemsworth trio are now famous, and shows off our sunburnt country while delivering tongue-in-cheek lines about great special effects, on-set catering and ‘how they make these rocks look so real’ (see the clip).

Tourism Australia chief marketing officer Lisa Ronson said the Hemsworths are the ideal true-blue Aussies.

“Casting Luke was a no-brainer, rounding out a ‘hat-trick of Hemsworths’ after having cast his brothers Chris and Liam in the original ad,” said Ms Ronson.

“The brothers truly are three genuine Australians who perfectly epitomise the easy-going, sense of fun that we know is such a big part of our country’s international appeal.”

The campaign is part of Tourism Australia’s $36 million push to attract more American tourists to visit. Since the original Dundee ad was released, and aided by Australia’s dropping dollar, there has been a 22 per cent increase in US tourists to parts of Australia.

What do you think of the new advert?



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