Tourism Australia has launched it’s ‘biggest ever’ single overseas investment, with the AU$38m Dundee ‘fully fake’ movie trailer going to air live at the NFL Superbowl.

In case you’ve literally been hiding under a rock (pun intended) for the last few weeks, the teaser for the ‘fake reboot’ Dundee movie trailer has been virally doing the rounds to great hilarity, national pride and gazillions of views globally on Social Media.

The first teaser trailer featured iconic Australians Chris Hemsworth, Hugh Jackman, Margot Robbie, Russell Crowe, Isla Fisher and the US actor Danny McBride (AKA Kenny Powers) to promote ‘Crocodile Dundee: The Son of a Legend Returns’, to be released in 2018. Apparently.

The trailer became so popular last week the NT News actually launched a petition to remake the entire ‘Dundee’ film and slapped it on its front page.

Today we got to see the second, extended ‘Fake trailer’ at half-time at the Superbowl which featured the original Crocodile Dundee – Paul Hogan, Chris Hemsworth and Danny McBride sharing six Aussie experiential highlights that Tourism Australia hope will tempt cashed up Americans to plan a bucket list trip down under.

And it’s brilliant.

The famous Hogan line “That’s not a knife, that’s a knife!” is rolled out with slashing gusto at the start of the ad from McBride and from there we see Australia’s finest tourism offerings on show.

“Not a lot of crocs out there eh?” says McBride to which Chris Hemsworth replies “Nope. Just 37,000 miles of pristine, beautiful beaches”.

“Did you know Australia makes some of the finest wines in the entire world?” States Hemsworth, “No, no I didn’t” Comes McBride’s surprised reply.


“Wine you say eh?”

The ad ends when the penny finally drops for McBride and he realises that he’s not in a movie after all. Hemsworth cheers him up by saying that he’s the best ‘Crocodile Dundee’ anyway (to Paul Hogans distaste).

And… Then Hemsworth mentions that “There are some great flight deals to Australia right now”.

“Dude I get it. It’s not a movie, it’s a commercial.” Says McBride.

The ‘Reboot Dundee!’ campaign already had plenty of momentum, but after today with the full version being shown, it’ll no doubt only ramp up even more.

Already social media has of course been full of comments.

Ads at the Super Bowl can cost up to $US5 million for a 30-second slot and can reach up to 100 million people in the US alone.

But consider the Social Media reach and views that the ads have already had globally and it seems Tourism Australia are already on to a winning formula. The overall $AU38m campaign spend is also part of a wider agreement with ABC America over a three-year period.

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What do you think of the $38m Tourism Australia campaign? Hit or miss?