“Dundee” Revealed As A Tourism Ad Stunt

Full props have to be given to Tourism Australia as “Dundee,” its viral marketing stunt dressed up like an apparent $30 million feature film complete with fake IMDb listing, has had people talking the past week. The Brisbane Times reports the brief teasers so far are part of an advertising campaign for Tourism Australia, set to air during next month’s NFL Super Bowl.

Danny McBride and Chris Hemsworth star in the teasers as the sons of Mick and Walt respectively from the original ‘Dundee’ films on a mission to rescue Mick who is lost in the Australian outback. That it wasn’t a film was fairly clear as there was no paper trail or scheduling windows for a feature to be shot let alone to have flown so far under the radar.

The timing, a week before Australia Day and two weeks before the Superbowl, chalked up the most obvious guess as being part of a Superbowl ad campaign. When Tourism Australia ambassador Hemsworth appeared, and when award-winning commercial director Steve Rogers was listed as the helmer, the ruse became more obvious.

The original Crocodile Dundee, actor Paul Hogan, starred in the famed 1984 “G’Day Mate” tourism campaign which became iconic at the time and led to the ‘only used by Americans describing Australia’ expression: ‘shrimp on the barbie’. Tourism Australia has not confirmed the campaign and issued a “no comment” statement to the outlet.