Super Bowl: Chris Hemsworth's 'Dundee' trailer revealed as tourism campaign for Australia

Tourism Australia has opted to buy a Super Bowl spot. The result was what appeared to be a film called “Dundee.” It is, however, believed to be only a tourism campaign.

The video includes appearances from popular Australian celebrities like “Thor” star Chris Hemsworth, Oscar nominee Margot Robbie and “X-Men” star Hugh Jackman. Hemsworth is a Tourism Australia ambassador.

Ad agency Droga5 had come up with the campaign’s concept. Its founder, David Droga, is an Australian. Content tied to the pretend movie will morph after the Super Bowl ad.

Droga said the campaign for “Dundee” has been supported by “Aussiewood” stars like Jackman and Robbie, who made cameo appearances for “nothing.”

“If we had to pay commercial rights for those people, it would be the most expensive ad in the Super Bowl maybe ever,” he said, according to the New York Times.

It appeared that Jackman played “recruiter in chief” for the ad’s cameo spots. “What we found with this project was just how proud Australian talent are of their origins and country, [and] having them involved just gives us that talkability,” News.com.au reports O’Sullivan as saying.

The Super Bowl is seen as a platform to grab attention in the United States to increase travel expenditure targets from $800 million. Tourism Australia managing director John O’Sullivan said they have scanned through various things such as the Academy Awards and the Grammys as well as other sporting events including the NBA Finals and the World Series, but the Super Bowl is “the event that really stops this country.”

“If you look at it from a foreigner’s point of view, it’s this massive event which I think surpasses things like the Grand Slams in tennis and the Champions League final,” he said.

O’Sullivan noted that North America follows mainland China as the second-most-valuable market for Australian tourism. The agency has decided to focus on it in the previous months.

Steve Ciobo, the nation’s minister for trade, tourism and investment, said that an increased aviation capacity and a favourable exchange rate made the time right to convert US interest. He said the country ranks highly as far as awareness of tourism offerings and desirability are concerned but lags behind when it comes to actual bookings. He believed that the new campaign will address this challenge in conversion.