Dundee – Tourism Australia 2018 | Clapboard Ad Archive

86

Dundee - Tourism Australia | Clapboard Ad Archive

Tourism Australia’s Dundee campaign, created by Droga5 and launched in the United States in Year: 2018, exemplifies the bold creative thinking shifting the conversation in hospitality and tourism marketing. Drawing on three decades of pop culture resonance, the campaign co-opts the globally recognized Crocodile Dundee franchise, deploying stars Chris Hemsworth and Danny McBride in a high-wattage, cinematic tourism film that plays deliberately with audience expectations. What initially masquerades as the trailer for a Hollywood sequel is, in fact, a meticulously crafted tourism invitation, threading familiar Dundee tropes — the outback, the comedic outsider, the rugged archetypes — into a modern, globally focused travel pitch that positions today’s Australia as an epic, multi-layered destination. This is a textbook application of what Clapboard’s taxonomy identifies as FORMAT#12—Parody or Borrowed Format, in which the campaign borrows not just the narrative structure but the entire tonal palette of a beloved movie series to create an instantly recognizable, humor-driven entry point. Structured for scale with a Super Bowl media buy and leveraging the international charisma of its cast, Dundee presents panoramic vistas of pristine beaches, lush vineyards, teeming urban centers, and untamed wilderness, using the framework of a spoof to deliver the actual promise of adventure and discovery. The campaign’s meta twist—subverting Hollywood sequel expectations in service of a national tourism agenda—reflects a sophisticated understanding of both audience appetites and the power of pop culture references, signaling a shift from service-driven messaging to experience-centric storytelling. The result is a galvanizing creative that cuts through leisure category noise by elevating Australia as not just a place, but an experience imbued with cinematic scale and cultural depth. Dundee delivers market impact measurable in part by its global viewership and multiplatform engagement, driving genuine conversation and renewed destination intent for Tourism Australia. The campaign earns 86/100 in Clapboard’s global creative archive. As destination marketers recalibrate for a post-traditional media environment, Dundee stands as proof that borrowed formats and cultural nostalgia, when wielded with clarity and craft, can make legacy brands newly urgent and irresistible.

Credits

Client

Tourism Australia

Agency

Droga5

Category Mind Map

48%

Tourism Australia’s 2018 “Dundee” campaign leverages a culturally iconic film franchise to reinvigorate interest in Australian travel among American audiences. The brand proposition centers on positioning Australia as an adventurous, diverse, and welcoming destination that offers authentic experiences beyond the familiar Hollywood portrayal. By reviving the legendary Crocodile Dundee character in a contemporary tourism context, the campaign promises genuine encounters with Australia’s landscapes—from the rugged outback to pristine beaches, vineyards, and lively urban centers—highlighting the country’s multifaceted appeal. Strategically, the campaign taps into nostalgia and the enduring popularity of a recognizable Australian cultural symbol to capture the attention of a broad demographic, including fans of the original films and younger consumers open to travel inspiration. The creative angle, featuring high-profile actors Chris Hemsworth and Danny McBride, blends humor and star power to generate engagement and make the destination feel approachable and exciting. The campaign’s launch during the 2018 Super Bowl maximizes reach within the United States, a key market for inbound tourism, while the film format allows for visually rich storytelling that showcases Australia’s unique attributes dynamically. This combination of celebrity endorsement, cultural reference, and immersive imagery aims to translate viewers’ emotional connection with the characters into a desire to experience the country firsthand.

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign is a classic example of the Parody or Borrowed Format creative device. The narrative and metadata reveal that the ad borrows heavily from the iconic Crocodile Dundee franchise, repositioning it as a giant tourism ad for Australia. The ad features celebrities Chris Hemsworth and Danny McBride, and deliberately mimics the tropes of the original film—down to teasing a movie plot that is ultimately revealed as a playful deception. The meta twist, celebrity casting, and direct reference to a well-known film property clearly signal a parody/borrowed structure, using the familiarity and humor of the Dundee films to recast Australian tourism as an epic, cinematic adventure. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Visit California – Positioned as a vibrant and diverse destination offering iconic landmarks, scenic coastlines, and a rich cultural tapestry. Their campaigns focus on lifestyle and experiential travel, appealing to a broad demographic with an emphasis on adventure, entertainment, and culinary experiences. 2. New Zealand Tourism – Distinguishes itself through showcasing dramatic natural landscapes and adventure tourism. It leverages a strong branding narrative around “100% Pure New Zealand,” emphasizing authenticity, outdoor activities, and indigenous Maori culture to attract eco-conscious and thrill-seeking travelers. 3. Brand USA – As the official destination marketing organization for the United States, it highlights the diversity of American experiences, from urban hubs to natural wonders. Its positioning emphasizes discovery, road trips, and cultural richness, targeting international travelers with a focus on convenience and breadth of experiences. 4. Visit Britain – Focuses on heritage, history, and contemporary cultural experiences. It positions the UK as a sophisticated, timeless destination blending iconic landmarks with modern urban culture, appealing to travelers seeking a blend of tradition and innovation in travel. 5. Tourism New Zealand – Focuses on immersive, nature-based travel experiences, combining adventure with sustainability. Their strategic angle highlights unique flora and fauna, unspoiled landscapes, and Maori cultural storytelling, targeting travelers looking for genuine connections and eco-friendly tourism options.

Q: What is Dundee about? A: Dundee is a 2018 film campaign created by Droga5 for Tourism Australia, launched in the United States. The campaign cleverly revives the iconic Crocodile Dundee franchise, featuring Hollywood actors Chris Hemsworth and Danny McBride, to reposition Australia as a premier travel destination. By blending cinematic nostalgia with contemporary storytelling, Dundee takes viewers on a visually rich journey through Australia’s diverse landscapes, from the outback to white sand beaches, world-class wineries, and vibrant cities. The campaign was strategically launched during the Super Bowl to maximize reach and engagement with American audiences, aiming to inspire global travel to Australia. Q: What creative device does Dundee use? A: Dundee employs the Parody or Borrowed Format, as classified by Clapboard’s 12-format taxonomy (FORMAT#12). The campaign borrows heavily from the Crocodile Dundee film series, using its recognizable tropes, characters, and cinematic style to create a playful, meta-narrative that initially appears to be a movie trailer before revealing itself as a tourism advertisement. This approach leverages audience familiarity and humor, using celebrity casting and direct references to pop culture to recast Australian tourism as an epic, entertaining adventure, in line with Clapboard’s creative format classification. Q: What is the campaign proposition for Dundee? A: The campaign proposition for Dundee centers on positioning Australia as an adventurous, diverse, and welcoming destination, offering visitors authentic experiences that go beyond Hollywood stereotypes. By reviving the legendary Crocodile Dundee character in a modern tourism context, Tourism Australia seeks to capture the imagination of American travelers, blending nostalgia with contemporary appeal. The campaign targets both fans of the original films and a new generation of travelers, promising genuine encounters with Australia’s landscapes, culture, and lifestyle, and reinforcing the message that there is nothing like experiencing Australia firsthand. Q: How does Dundee rank in Clapboard's archive? A: Dundee holds a Clapboard Campaign Score of 86/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the hospitality and tourism sector. Q: Who are the competitors in Tourism Australia’s category? A: In the global travel and leisure market, Tourism Australia competes with brands such as Visit California, which emphasizes vibrant lifestyle and experiential travel; New Zealand Tourism, known for its focus on dramatic natural landscapes and adventure tourism under the 100% Pure New Zealand banner; Brand USA, which highlights the diversity and breadth of American destinations; and Visit Britain, which positions the UK as a blend of heritage and contemporary culture. Each competitor leverages unique regional strengths to attract travelers seeking distinct experiences, making the category highly dynamic and competitive.