Crocodile Dundee reboot outed as advertising campaign for Tourism Australia - 24th January 2018

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Danny McBride is Brian Dundee, in an apparent tourism ad. Photo: Rimfire Films

by Rob Moran

Those incredulous reactions to the weekend's trailer teasing a Crocodile Dundee reboot may have had a point – it all looks to be a viral marketing stunt.

Industry sources have indicated the teaser – featuring US actor Danny McBride – is part of an advertising campaign for Tourism Australia, set to air during next month's NFL Super Bowl.

The teaser, revealed exclusively by People magazine on Saturday, touted the big-screen return of Paul Hogan's iconic adventurer, with McBride playing his "loudmouthed American son" Brian Dundee, on a mission to rescue his father who is lost in the Australian outback.

The clip was met with scepticism from certain corners of the industry, with film publications questioning how the shoot for the film – apparently set for release in June – could have flown under the radar.

A second teaser released on Monday, and featuring Thor himself Chris Hemsworth, flamed rumours it was a marketing stunt. Hemsworth, coincidentally, is a Tourism Australia ambassador.

It was also later revealed that the film's listed director Steve Rogers is an award-winning commercial director with Sydney-based agency Revolver, who's produced ads for Nike, Old Spice and Audi, among others.

While Screen Australia's logo appears on the teaser and the film's promotional art, the film does not appear among the organisation's upcoming projects, nor is it listed as being funded by the organisation, despite industry site IMDB listing an estimated budget of $US30 million. Screen Australia declined to comment.

Hogan, who initially described the project as his attempt "to bring Dundee to a new generation", has famously spruiked Australia to Americans before, with his famous 'G'day Mate' campaign – described as "our best tourism ad ever" – unleashed on the States in 1984.

Tourism Australia have not confirmed the campaign and issued a "no comment" on concerns of a potential backlash for using public funding to dupe excitable Crocodile Dundee fans.

Well, that about settles it. If “tourism ambassador” Chris Hemsworth is involved, that’s as good as proof that the #Dundee thing is one big Tourism Australia ad campaign timed for Australia Day/Super Bowl/both. https://t.co/R4WaZHqTRs

— Baz McAlister (@bazmcalister) January 22, 2018
If the new Dundee movie really is a tourism hoax for a Superbowl ad, it's one of the better hoaxes I've seen. #SBLII #SonOfALegend

— Dan Ranson (@danranson_) January 23, 2018

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(The Sydney Morning Herald)