Tagged 'Where the bloody hell are you', the M&C Saatchi-created TVC was initially unveiled in a pre-launch to the Australian trade media in Sydney, and quickly attracted criticism from a number of quarters. Prime Minister John Howard was drawn into the debate, telling the Australian media: "I don't think it offends people in the way that other words do. It has been part of the Australian vernacular."
Tourism Australia marketing manager, Asia, Kate Henley dismissed the criticism as being off-base. She said the final versions of the TVC for Asia have not been finalised ahead of their launch -- slated for the end of April -- contrary to reports which suggested otherwise.
Henley said the body was currently assessing how the tagline would be adjusted to best translate into markets in Asia. "How shall that be interpreted in a global sense, particularly in an Asia sense, is something that we haven't come up with an answer on yet," she said. "It's very much an evolving process, but we very much want to keep the essence of the Australia-ness. But, clearly, it has to be understood and it has to resonate with the local markets, and we are exploring that territory now."
Market research was conducted in China, Korea, Japan, the US and Europe, according to Henley, with the regional response to the tagline generally positive. "They seemed to get it and they seemed to get the humour," said Henley.
The ad opens with a shot of an outback man saying, 'We've poured you a beer', before moving to scenes of Australia, including a woman towing a herd of camels, and the line, 'We've had the camels shampooed'. The TVC continues in a similar vein, before finishing with the question, 'So where the bloody hell are you?'
According to M&C Saatchi group head Tim McColl Jones, the creative theme is aimed at Australians' propensity to ask that same question, when friends are running late. "The essence of the idea is a uniquely Australian invitation," he said. "Australians are well known for their warmth and hospitality, and tend to go to a bit of effort in preparing for visitors and friends.
"This campaign is a fresh approach to Australia promoting itself overseas, and the initial response to the launch has been positive and has stimulated much talk."
Henley said the campaign reflected three main characteristics of Australia: the Australian people; the Australian lifestyle and the Australian environment. "It was those three things together, and only that combination, that resonated," she said.
