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Has Australia Produced the World's Worst Travel Ad?

June 3, 2010 at 4:50 PM | by | ()

It's rare that you find a travel ad so bad that its mere existence constitutes a full-blown news story in locations as far-flung as Australia and Great Britain. But somehow Tourism Australia, the country's tourism board, has managed to produce a commercial so epically terrible that people on multiple continents are talking about how much they hate it.

One review includes the phrase "tone-deaf bogans," which we don't really understand but which also seems about right.

Because you know what? It really is that bad. Just atrocious. See for yourself after the jump.

The spot is part of a broader There's Nothing Like Australia campaign, which revolves around a relatively conventional website that provides all the resources travel board website are supposed to provide. The commercial itself showcases Australia by having ordinary Australians talk about the ordinary fun they're having. Except instead of "talking" they're "singing wildly off key," and instead of "everyday fun" the actors and actresses have been dropped into cringe-inducing stereotypical settings. At one point there's a woman holding up a koala. Lazy and schlocky, that is.

Over the top stereotyping is a staple of Australian branding. There's a reason why you read the line "throw another shrimp on the barbie" with an Australian accent in your head. That style produces memorable lines, plus people end up talking about the commercials, plus even the people who are annoyed end up calling attention to the spots. But there has to be a limit, and—well—here you go.

Related Stories:
· Nothing Like Australia [Official Sitef]
· Australia Travel [Jaunted]
· Travel Advertising [Jaunted]

Archived Comments:


Bogan = Redneck

Inspired by Discovery?

It looks like they were trying to do something modeled on Discovery's "I Love the Whole World" campaign, which has become a YouTube meme in its own right. If you haven't seen it, here's one ad: http://www.youtube.com/watch?v=a0jZzBEKIMc

Inspired by Discovery ad for sure

It's the same song, like Nicole has pointed out!