Promoting Australia as Cure-All for Urban Life's Woes

By: Katie Cordrey - Published: • References: australia & youtube
I have to say, I am not a fan of the ‘Come Walkabout’ commercials directed by ‘Australia’ filmmaker Baz Luhrmann for Tourism Australia. I know this makes me uncool and will leave me unpopular, but I just feel too depressed by the ads to care.

The one above starts out in rainy New York and it’s such a downer, I had to see it half-a-dozen times to realize that it actually has a happy ending... sort of. I expect the couple will be breaking-up as soon as the vacation is over. The one below is a little lighter, but it doesn’t really inspire my desire to explore Australia.

In fairness, the work is beautifully composed and artful. I suspect this plays better in the film, Australia, than as an ad for tourism, but then, I doubt I am the target audience… I’m not quite sorrowful enough.

Stats for Bummer Tourism Ads Trending: Older & Mild
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Concept: Bummer Tourism Ads
Related: 75 examples / 58 photos
Segment: Neutral, 18-55
Comparison Set: 28 similar articles, including: extreme tourism, ultra luxurious job offers, and new tweed coast.