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.
Key Themes Behind This Trend
- Depressing Tourism Ads
- Opportunity for creating more positive and inspirational advertisements for promoting tourism destinations.
- Artful Advertising Compositions
- Disruptive innovation opportunities in utilizing artistic and visually appealing compositions in advertising campaigns.
- Targeted Audience Engagement
- Opportunity for refining and targeting advertisements to specific audience segments to elicit desired emotional responses.
Where This Applies
- Tourism and Travel
- Disruptive innovation opportunities in reimagining the way tourism destinations are promoted through captivating and uplifting advertisements.
- Film and Entertainment
- Opportunity for leveraging the impact of film and visual storytelling techniques in advertising to create engaging campaigns.
- Advertising and Marketing
- Disruptive innovation opportunities in developing new strategies and approaches for targeting and engaging specific audience segments in advertisements.
