Where the bloody hell are you?

April 2006

Apparently both Canada and the US has complained about the tagline of this campaign. Obviously some people didn't get it. It's a highly self ironic line. When we refer to Australia in the northern hemisphere, we usually use strong terms describing how far Australia is. Now the tables have been turned. Australians are saying Europe and the US is the one that is far. I think the tagline is a great contrast to the beautiful imagery.

Comments (2)

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Joe Harris's picture
Joe Harris
Activity Score 176

boring - the chinese version is funny though.

Matt Leedham's picture
Matt Leedham
Activity Score 2

Visually striking. It's beautiful but we've missed the point culturally to the global audience. 'Where the bloody hell are you?' is offensive in the northern hemisphere. 'Where are you' would have been fine.