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?

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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.

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