Project Overview

The greatest name in the outback is back in the outback! Only this time, Dundee isn’t a Hollywood movie. It’s a giant tourism ad for Australia.

Thirty years after Crocodile Dundee first introduced the world to the land down under, Chris Hemsworth and Danny McBride bring the iconic Aussie franchise back as they embark on the trip of a lifetime. And while the film’s plot may not be real, Danny’s adventure through Australia’s outback, white sand beaches, gorgeous wineries and bustling cities are what truly await every visitor.

Project Commissioner

Tourism Australia

Project Creator

Droga5 NY

Team

Production Company: Revolver / Will ORourke / Biscuit Filmworks, Editorial: EXILE, Production Company: Second Child, Post Production: Blacksmith, Color: Company 3, Music and Sound Design: HUMAN, Sound: Heard City, Interactive Production Company: Active Theory, Media Agency: UM Sydney, PR Consultant: Kovert Creative

Project Brief

The Super Bowl (the Big Game), the most watched television broadcast in the United States, kicked off a new A$36 million marketing push by Tourism Australia, aimed at supercharging the value of American tourism Down Under.

The campaign was officially kick started with a new broadcast ad, unveiled to a TV audience of more than 100 million Americans during the Big Game.

Initially giving the appearance of an official film trailer for a new Crocodile Dundee movie, the 60 second ad then cleverly switched into an incredible showcase for Australian tourism.

Supported by Qantas, American Airlines and Wine Australia and featuring appearances from some of Australia’s biggest celebrities, the campaign is the largest Tourism Australia has run in the United States since Paul Hogan’s famous Come Say G’Day ads more than 30 years ago.

Project Need

The 'new' 2018 movie, Dundee: The Son of a Legend Returns Home, was first flagged in mid-January, with a series of short teaser films taking the form of a traditional studio promotional campaign.

Released through social media, the clips introduced the film's two main characters: Danny McBride playing Brian Dundee, the long-lost son of Mick Dundee, and Chris Hemsworth as his sidekick, Wally Jr.

A special cameo film featured the rest of the cast with an impressive roll-call of Hollywood heavyweights and homegrown talent, including Hugh Jackman, Margot Robbie, Russell Crowe, Ruby Rose, Liam Hemsworth, Isla Fisher, Luke Bracey and Jessica Mauboy.

The carefully orchestrated PR and social media campaign encouraged fans to tune in and watch the 'official movie trailer" during the Big Game where, helped by a cameo appearance by Paul 'Crocodile Dundee' Hogan, Tourism Australia’s new campaign was ultimately revealed.