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Tourism Australia - Dundee: The Son of a Legend Returns Home
20/08/2018
Advertising Agency
New York, USA
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In 1986, Crocodile Dundee introduced Americans to the land down under. The iconic film put Australia on the map and is one of only a few 1980s classics not to have been rebooted in Hollywood. Until now.


In January of 2018, the iconic Australian franchise returned with Dundee: The Son of a Legend Returns Home. Presented as a buddy comedy, the movie features American Danny McBride as Brian Dundee, the long-lost son of Mick Dundee, and Australian Chris Hemsworth as his sidekick, Wally Jr. The all-Australian supporting cast has an impressive roll call of Hollywood heavyweights, including Hugh Jackman, Margot Robbie, Russell Crowe, Ruby Rose, Liam Hemsworth and Isla Fisher.


Teaser films and a promotional campaign encouraged fans to see the “official movie trailer” during Super Bowl VII. However, on the world’s biggest stage, the truth of the campaign was revealed: it was all an elaborate tourism ad for Australia.