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Australia tourism: Where the bloody hell are you?

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.

2 comments

Joe Harris's picture
Joe Harris
176 pencils

boring - the chinese version is funny though.

Matt Leedham's picture
Matt Leedham
2 pencils

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.

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