Comments on: UPDATED TO INCLUDE FILM: Tourism Australia invites the world to ‘Come and Say G’day’ in global campaign via M&C Saatchi, Sydney

By: Don't be.

Don't be. — Mon, 31 Oct 2022 20:21:33 +0000

The new you not as good as the original you.

By: Not Flemming

Not Flemming — Mon, 31 Oct 2022 06:29:19 +0000

Lol. Flattered by the comparison tho!

By: C'mon Fleming.

C'mon Fleming. — Mon, 31 Oct 2022 02:17:39 +0000

Are you commenting on your own comment?
Sounds like you, however nuanced just enough for the reader to think it isn’t you.But you can’t fool me.

By: @Dear Cam Blackley

@Dear Cam Blackley — Fri, 28 Oct 2022 23:26:26 +0000

Can I ask, is this a comment about the work or a comment about the little guys missing out? Genuine question, art buyers are a dying breed, so I’ve not really worked closely with one. Do you think that the work would’ve been better? IMHO, the print is lacking craft, but I really don’t wanna criticize it – it’s not bad, and there’s enough adult trolls lurking around.

By: To Andy Flemming

To Andy Flemming — Fri, 28 Oct 2022 23:20:45 +0000

Well said.
And to all the moaners: I’m bored. Ask yourself. Have you ever managed a project or a budget like this? Doubt it. Bet you’ve never actually sold an idea at this scale. I’d hazard a guess you lost out on this pitch, are envious of a working on a job this huge, or literally have no idea what it takes to get this made. And if I’m wrong, and you have, then your empathy needs a refill.

I think whether or not you like it is kinda by-the-by. Your complaints on the minutiae of “a local creative studios could def deliver this” is so blinkered. Yeah dude, they could – would it be good? Polished? Are they resourced to do it in the (I imagine) stupid timeline restraints? Like – come. on. Your ignorance/lack of experience is showing. For argument’s sake they did go with a local studio, someone like you would jump on here and talk about how the “quality wasn’t good enough” etc etc etc.
I’m just so borrrrred of jealous creatives who bash, rather than those who simply admit their jealousy (@jealouswriter, well said).

Anyway, back to living my life.

By: BORED

BORED — Tue, 25 Oct 2022 09:05:32 +0000

this has to be the most boring thing I have ever watched.

By: Wow

Wow — Mon, 24 Oct 2022 16:02:00 +0000

I don’t comment much here, but this work is dire. Everyone involved is better than this. I cringe. So bad. There has to be a reason.

By: Dear Cam Blackley -

Dear Cam Blackley - — Mon, 24 Oct 2022 01:34:47 +0000

With all due respect. Please get an Art – Buyer. Please stop using the big boring 4 photographic production companies over and over. Its tiring watching great print opportunities being wasted. From an ex Art Buyer.

By: Sorry guys

Sorry guys — Sat, 22 Oct 2022 23:33:50 +0000

Son of Dundee did it all with and idea and mass entertainment appeal. Smashed it at Cannes. And disproves most of the long winded commentary excusing this poor effort written above. As for the Youtube posts…you’re seriously saying that’s our benchmark for success now?!?

By: Ad people are so up their own arses.

Ad people are so up their own arses. — Fri, 21 Oct 2022 18:16:00 +0000

The nine minute film was posted yesterday. Within less than 24 hours if had over 4 million views. But that's not the important thing: redat th comments on YouTube from REAL people: Absolutely love this. Awesome campaign! This is adorable! Makes me immediately want to visit Loved loved loved this great job by tourism australia! Makes me pretty damn proud to be Australian watching this. Well done Tourism Australia, you've knocked it out of the park with this one =D If this were a feature-length movie, it would be amazing! Actually genuinely good. I love it. I watched twice. It's not going to trouble the judges at Cannes, but I live in America and a bunch of locals have told me how much they love it.

By: so so good

so so good — Fri, 21 Oct 2022 16:45:50 +0000

I loved every second of that film

By: Jealous writer

Jealous writer — Fri, 21 Oct 2022 11:55:59 +0000

I’ve got nothing to do with the campaign or client but as a writer I’m jealous as hell that a client paid for a clever and populist if not groundbreaking piece of longform (by today’s advertising standards) narrative film that is amusing, entertaining and cute. Most of the time if we get to conceive a script for 30 seconds of interesting, nice-looking stuff that’s a win. Whoever sold this in deserves a high end slab from all the creatives who would have been beside themselves that they got to make this.

By: Jimmy D

Jimmy D — Fri, 21 Oct 2022 07:29:56 +0000

Stuff the haters. This is a creative triumph.

By: JR

JR — Fri, 21 Oct 2022 07:00:58 +0000

I just watched the whole film – it’s really poor. The unicorn / roo thing just doesn’t work & it’s so slow to kick off.
Imagine this: a kangaroo in a box wondering via v/o about the world.
A child – who is a tourist (played by a variety of children to sell to direct markets) picks up Ruby & takes her on Every adventure. Same cutaways – but a human clutching her toy and talking to her. Instead of walking up the steps she could actually watching a performance at the SOH, goes bush tucker hunting at Uluru. Galleries in Melbourne. All the usual stock stuff but with a child – not an incomprehensible toy unicorn who came close to making me hate unicorns. No animation needed. Just a kid, talking to a toy, going on an adventure. Because this – really is a shocker.
The short ads seems better but still peculiar cutaways. And when did you last hear anyone say G’day? Crikey? And why is it only white people and Indigenous Australians?

By: Creative: M&C Saatchi Sydney

Creative: M&C Saatchi Sydney — Fri, 21 Oct 2022 06:14:27 +0000

Does he even go here?
Many hands make light work. But some hands are grabby.

By: Hop along

Hop along — Fri, 21 Oct 2022 06:13:05 +0000

Overlong and cringe. But enough about Flemming’s comment… (ba-dum-tssshhh)

By: TR

TR — Fri, 21 Oct 2022 05:29:40 +0000

As a person from overseas who lived in australia for years. This makes me miss it so much. It captures the feeling I had when I first saw the opera house, Uluṟu etc perfectly.

By: Wow

Wow — Fri, 21 Oct 2022 04:44:25 +0000

Someone’s got the PR machine running.
What a turnaround.

By: Ad land rando

Ad land rando — Fri, 21 Oct 2022 04:21:50 +0000

.Holy shit, this is extremely well produced and animated. Top marks to TA, M&C and the partner agencies for making this happen – it is rare in ads that you pull off such a massive undertaking, especially in animation. Wake up critics, your jealously is shining through. The website experience is also pretty cool, which is often the disconnect. Nice work!

By: No guarantees

No guarantees — Fri, 21 Oct 2022 03:46:45 +0000

Nice work MG!

By: Green eyed

Green eyed — Fri, 21 Oct 2022 02:10:02 +0000

I actually watched the whole 9 minutes, it was sweet and heartfelt and funny and entertaining. Wish I made it

By: @Flemming

@Flemming — Fri, 21 Oct 2022 01:41:57 +0000

Spoken like a true gent. This is lovely piece of film.

By: Ad land rando

Ad land rando — Fri, 21 Oct 2022 01:18:06 +0000

Holy shit, this is extremely well produced and animated. Top marks to TA, M&C and the partner agencies for making this happen – it is rare in ads that you pull off such a massive undertaking, especially in animation. Wake up critics, your jealously is shining through. The website experience is also pretty cool, which is often the disconnect. Nice work!

By: This will work

This will work — Fri, 21 Oct 2022 00:42:57 +0000

All you grumps are grumpy. This is a monster task and I genuinely laughed at the film.
Lovely work all around

By: Der

Der — Fri, 21 Oct 2022 00:25:33 +0000

This is exactly why people think Aussies are a bit slow.

By: @Andy Flemming

@Andy Flemming — Thu, 20 Oct 2022 23:58:54 +0000

I think it’s fucking great too! An almost impossible brief to pull off and you guys did it! Well done to all involved at M&C

By: EC

EC — Thu, 20 Oct 2022 23:55:57 +0000

Well said Andy. This campaign has an extraordinary number of boxes to tick and has done so spectacularly imo. Congratulations on playing your part.

By: Love it

Love it — Thu, 20 Oct 2022 23:37:27 +0000

I think it’s super clever. We’re not the target audience so it doesn’t matter one iota what the naysayers think. Asia and the US are going to eat it up. Cute animals! Wide open spaces! Places and things they actually recognise but haven’t thought of in a couple years! This campaign will work its socks off, which is the only thing that matters.

By: Love it

Love it — Thu, 20 Oct 2022 23:34:00 +0000

I think it’s bang on! W

By: Andy Flemming

Andy Flemming — Thu, 20 Oct 2022 22:55:58 +0000

Writing a Tourism Australia ad is the poisoned chalice of Australian advertising.

It doesn’t matter what you do, it will be hated.

We’ve all grimaced when a brief widens the target audience from ’18-45′ why?

Because what appeals to an 18 year old is light-years from what appeals someone in their middle ages.

Now imagine having a demographic that’s 18-75.

Oh, and it’s the whole world.

And it has to appeal to Europe, America and Asia.

All at the same time.

It has to avoid every cultural issue in every country it will be seen in.

It has to crack jokes that make someone in Berlin smile at the same time as someone in Texas or Shanghai.

So no biggie.

The truth is, who we see ourselves is very different from how the world sees us.

Sure, we might imagine that we’re a two minute Nike ad shot by Spike Jonze.

You know, one that will clean up at the shows.

All moody with a cool grade.

But the truth is, we’re an escape.

We’re a place with blue water, blue skies and happy people.

We’re not Trump Rallies, Brexit, Taiwan or Putin’s nuclear threats.

And to get someone to fly for up to 24 hours to get here, we have to be more Disney than Nike.

We’re a place the kids’ll feel safe and welcomed.

Did I work on it, yes. Before I left.

Do I know why the post was overseas? Haven’t got a clue.

But most people would sell their grandmother to work on something this big.

And to they agency that I used to work for, well done.

You had one whole year of holding thousands of moving parts together.

Hopefully a few tourists see it and start to spend some money.

Because for years they haven’t.

As Tom Mac used to say, we need some grown ups in advertising.

Grown ups make stuff like this.

The rest, well, they go to the very YouTube channel where the world will actually watch it and kick off.

So amongst tourists talking about how much they’d love to visit Australia, people from here are making sure they won’t.

Personally, I think it’s fucking great.

But then again, I always wanted it to work.