What year is it? 2018! Except somehow, also, 1986. Because Tourism Australia have a brand new ad, it just aired during the Superbowl and everything, and the premise iiiiissss… CROCODILE DUNDEE!
What’s more Australian than Crocodile Dundee? You might argue lots of things. However it’s true that much of our international image still rests on stereotypes bred by the likes of Paul Hogan and Steve Irwin. Perhaps understanding this, or wanting to distance themselves from previous campaigns that were too Baz Luhrmann-y or too Lara Bingle-y, Tourism Australia have capitalised on the potent advertising force that is nostalgia and released a profoundly blokey advertisement enticing foreigners to visit this great country.
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In an admittedly inspired move, the advertisement stars Chris Hemsworth and Danny McBride—with a cameo from Hoges, who apparently gave the whole thing his blessing during what news.com.au has referred to as a “clandestine meeting” last year.
You might recall a teaser for the ad entered the internet consciousness in January, when many speculated it was a real trailer for a real film. People appeared genuinely excited about this, even though 2001’s unfortunate Crocodile Dundee in Los Angeles holds an 11 percent Rotten Tomatoes rating and exists as firm proof that Mick Dundee doesn’t necessarily translate for contemporary audiences.
I’ve watched the superbowl ad a few times now and am increasingly convinced that Chris Hemsworth and Danny McBride could feasibly provide this tragic country with the self-consciously masculine outback adventure comedy it so desperately craves. The NT Times agrees, and has launched a petition to #BringBackDundee which I guess you can sign here, if that feels necessary.
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