Tourism advertising is a thing I’m familiar with, right? In an effort to boost the number of American tourists visiting their country, Tourism Australia sought help and found the right people within Droga5, who had the idea that would break the mold of traditional tourism ads. Who better to be the protagonist of such a campaign than someone representing the nature of Australian people – in, say, the shape of the “son” of Crocodile Dundee? What seemed to be franchising for the newest Dundee movie, turned out to be a campaign showing off the best Australia had to offer. Brilliant!

Björn Ståhl: “I thought prankvertising had come to an end and that I was tired of the genre – I was wrong. But you have to take it as far as humanly possible to get away with it. This is funny. But the “best marketing for a country ever,” as stated in the video? Anyone remember The Swedish Number?!?”