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The latest campaign for Australian tourism made its debut at the Super Bowl today, featuring a suite of the most famous Aussie actors as the cast of a Crocodile Dundee spoof.
The campaign is intended as a movie trailer for the fictitious upcoming 'Dundee' movie and mega-stars including Chris and Liam Hemsworth, Hugh Jackman, Margot Robbie, Russell Crowe and the original Crocodile Dundee Paul Hogan each have a part to play.
At the centre of the ad is American comedy actor Danny McBride who plays Mick Dundee's son journeying down under for the first time.
The campaign was initially released as an official film trailer before it was revealed to be a tourism stunt for the Super Bowl, designed to encourage Americans to holiday to Australia.
The Super Bowl is the most watched television event in the United States, viewed by more than 100 million Americans each year.
The official 2018 Dundee extended trailer
Commercials play a huge part in Super Bowl broadcasts with many companies saving their best and funniest ad campaigns to run on Super Bowl Sunday.
The Dundee ads have already generated more than 4,000 news stories worldwide and have an estimated advertising value of $30 million.
More than 412 million people have viewed the ads on social media platforms with 80 percent of the total audience coming from the United States.
The United States is Australia's second largest market for spend and third largest for arrivals, with close to 780,000 American visitors spending $3.7 billion per year in Australia.
Currently, the US is forecast to be worth between $4.5 billion and $5.5 billion by 2020. The Dundee campaign aims to grow annual spend to $6 billion by 2020.
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