Tourism Australia's prank movie teasers were so good, its American viewers are demanding the film gets made.

By Joe McDonough


Posted on February 5, 2018

Tourism Australia’s A$38 million Crocodile Dundee-themed advertising campaign, which has been ongoing for weeks in the form of faux film trailers, aired during the Super Bowl and has been lapped up by the hundreds of millions of viewers that tuned in around the world.

A throng of Aussie A-listers including Russell Crowe, Hugh Jackman, Margot Robbie and the Hemsworth brothers joined US comedic actor Danny McBride (of Kenny Powers fame) to create fake teasers of a sequel to the classic films starring Paul Hogan.

The final edit for Super Bowl LII has Chris Hemsworth showing off Australia’s “pristine beaches” and “finest wines” to McBride, after a number of rib-tickling scenes.

Unfortunately, as McBride makes clear in the official Super Bowl ad, there are no plans to turn Dundee: The Son of a Legend Returns Home into a movie.

Judging by social media it would be a big hit in the US if it went ahead, with even Donald Trump Jr tweeting his excitement.

Tourism Australia spent A$15 million for a Super Bowl slot with NBC over two years, as well as other opportunities, in what is the country’s most ambitious and expensive tourism campaign for a single overseas market.

And the ultimate goal is to make the ‘land down under’ the most desired destination to visit among US travellers by 2020.

Australia’s Minister for Trade, Tourism and Investment, Steven Ciobo, is confident of achieving that target.

“Creative ideas such as this are what we need to captivate our key target audiences,” he said.

“I am confident that many Americans are looking at booking their next holiday to Australia right now.”

The Super Bowl is by far the biggest TV broadcast in the US each year with last year’s extravaganza drawing 111.3 million viewers.

Add to that the reach from social media it had already attracted prior to the NFL final, which the Sydney Morning Herald puts at 412 million people and it’s fair to say Australia is getting plenty of exposure.

Fooling people into believing it was a movie trailer was part of the genius, with ‘Crocodile Dundee’ quickly trending on Twitter as users jumped on to share their disappointment that it was all a hoax.

Even news outlets like Fox News have helped promote the advertising campaign by leading with that angle.

And who knows, now that there’s no doubt there’s a huge audience salivating over the prospect of a reboot, and with #BringBackDundee petitions being pushed, there may still be hope.