DMB&B Down Under

Prepare for an onslaught of ads touting the land Down Under.
D’Arcy Masius Benton & Bowles today breaks its first global effort for the Australian Tourist Commission, backed by a three-year budget of $150 million.
Dubbed “Meet the Locals,” the campaign consists of nine TV spots in 15- and 30-second executions. Each focuses on the local color of Australia and its people, which agency research proved is a major factor for Americans in deciding to visit the country.
“Sophisticated travelers experience the unique desire to not just see a destination, but to experience it,” said Diane Krouse, executive vice president, managing director of DMB&B’s Los Angeles office.
In one spot, “The Wild Life,” a golfer encounters a kangaroo on the green. “Excuse me, mate, you’re in my line,” he says. Another spot shows nude sunbathers on a beach at Sydney Harbor. A man in a beach chair mischievously asks a nearby woman to borrow her paper, which is strategically covering her.
A new tag, “Australia. Come and say, ‘G’day,'” replaces “Come discover.”
DMB&B Los Angeles created the spots with the agency’s Australian offices in Sydney and Melborne.
Separately, Australian airline Qantas will break an estimated $10 million TV effort during the Super Bowl pregame show on Jan. 31. The 60-second spot, created by Singleton Ogilvy & Mather in Sydney, shows Australian schoolchildren singing “I Still Call Australia Home” in various locations around the world.