The Australian Tourist Commission is hoping to lure people to its website with a humorous new campaign developed by D'Arcy.
The five ten-second TV commercials feature typical scenes from the Australian Outback with people and native animals representing athletes, accompanied by a voiceover in the style of an Olympic commentator.
One ad features two people in a bath while the voiceover describes a synchronised swimming team. Another shows a koala bear up a gum tree, while the voiceover comments on 'the gymnast's superb upper-body strength and agility'. In another, a group of kangaroos hops towards a finish line.
Georgie Shooter, an account director at D'Arcy, said: 'This was a wonderful opportunity to take all the great Australian icons and give them a unique Olympic twist, with the cheeky sense of humour the country is renowned for.'
The campaign, which will run throughout this year's Olympics from Australia, will break today on Eurosport.
Eurosport has the secondary rights to the Olympic coverage, after the BBC.
The campaign aims to capitalise on the awareness generated by the Olympic Games.
All the spots carry the strapline: 'On your marks, get set, go to www.australia.com for great holiday deals.'
The campaign was written by Steve Whiteley and art directed by Paul Reading. Media was bought directly from Eurosport by the Australian Tourist Commission.
_1.jpg)
.jpg)
