There's Nothing Like...

Released on the 31st May, Tourism Australia has launched the countries new TV Commercial. Marking Australia's first national jingle, "There's nothing like Australia" is a dramatic explosion of everyday Australians. The commercial typifies the many stereotypes and tourist attractions that have become an inherent part of the countries identity.

In response to dwindling tourist numbers since the peak reached in the 1990's, the campaign seeks to relive the former glory days of Hogan's 1980's, "Shrimp on the Barbie" and to dispel any negativity remaining from Bingle's "Where the Bloody Hell Are You" campaign of 2006. So, does it work?

The Sydney Morning Herald has gone as far as to say, the ad is an:

 "ocker (unsophisticated) shocker".

And went on to ask of readers:

"Stone the crows, are they fair dinkum (genuine) about this flamin' ad?... What the bloody hell were they thinking?" 

The commercial portrays a dated and cliche look and feel, against some stunning images of both natural and man made attractions. A vast host of realistic looking actors and singers carry the TV ad with the highly catchy campaign tune "There's Nothing Like Australia."

Acclaimed director Michael Gracey, who is also responsible for the Evian Roller Babies phenomenon, shot the much criticised commercial. The ad is a part of Tourism Australia's $180 million global marketing campaign and has thus far attracted mixed reviews from locals. Fortunately, the ad is thought to be more of a success with the foreigner market.  When asked about its appeal with this market, cultural historian Tony Moore told the Sydney Morning Herlald;

"I think it probably will work."

As a country that is highly dependent on tourism dollars, World Travel Professionals is hoping that the campaign will be a success with foreigners and will work to boost the countries international appeal. 

Watch the campaign here and have your say below. Or head to World Travel Professionals YouTube channel to see Australian commercials from past years.