Why Brands Are Faking Out Consumers With Ads Disguised as Movie Trailers

Taco Bell and Tourism Australia have duped fans, but is it smart marketing?

In the weeks leading up to the Super Bowl, movie buffs were surprised to find IMDb pages popping up online and unexpected trailers dropping for what appeared to be a reboot of Crocodile Dundee. The trailers for Dundee looked expertly shot, with a dazzling cast of Danny McBride and Chris Hemsworth to match. Viewers soon learned the marketing for Dundee was a sham. There was no movie, but instead fans were watching a campaign from Droga5 for Tourism Australia.

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This story first appeared in the March 5, 2018, issue of Adweek magazine. Click here to subscribe.