Baz Luhrmann Tourism Australia campaign: talk about contrasts

Baz Luhrmann has directed new video campaigns for Tourism Australia, coinciding with his new Australia film. (The Guardian has one of them here)

Above left is a screen grab, while to the right is a screen grab from last year’s “Where the bloody hell are you?” campaign.

Very slick, very moody – but talk about contrasts.

Last year’s “Where the bloody hell are you” was noted for it’s “strong language” and gorgeous blond, inviting us over to Oz…

This time the first impact of Baz’s video is a woman looking depressed, in a dark office on the phone, while it pours outside.

It’s an intesting change in tack, but I think the sophistication of the new campaign works well, and is set to spread through the internet pretty quickly, directing people to the new Australia movie.

Note: a quick google for “tourism australia” advert still sees the “bloody hell…” link at the top – let’s see how long that lasts…