The Land Down Under

Australians seem unable to throw off the shackles of their national stereotype (sorry, cheap pun), if the latest advertising campaign designed to tempt tourists Down Under is anything to go by.

Prepared at a cost of $150Million it has come under fire for it’s tag line of ‘So where the bloody hell are you?’   A variety of Aussie landscapes are used to good effect, along with characters from grizzled farmers to athletic swimmers and a sun tanned woman leading a line of camels across a beach who says:

“We’ve poured you a beer and we’ve had the camels shampooed, we’ve saved you a spot on the beach. We’ve even got the sharks out of the pool”.

Tourism Australia advert

Finally a bikini clad blonde emerges from the surf and says:

“So where the bloody hell are you?”

The truth is, despite the controversy, Australia remains delightfully true to these stereotypes and, whilst frequently the butt of jokes about a lack of ‘culture’, retains an identity all its’ own.   This, along with a passion for everything sporting, is endemic in a culture that amongst the multi flavoured milkshake that passes for the much of the rest of humanity represents a refreshing change.

So, given that there is no such thing as bad publicity, you may well regard particular campaign as a resounding success already…..

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