The last time Tourism Australia got into the movie business, it with Hugh Jackman and Nicole Kidman in Baz Luhrmann’s epic 2008 saga, Australia. It became the second highest grossing Australia film of all time, only surpassed by Paul Hogan’s 1986 comedy smash, Crocodile Dundee.
And now the national tourism body appears to have put together an acting dream team for the biggest troll in movie history – a supposed sequel to Crocodile Dundee.
The latest 4-minute trailer for the supposed movie was released this week ahead of the Super Bowl on on February 4 and the all-star Australian cast features Chris Hemsworth, Hugh Jackman, Liam Hemsworth, Oscar nominee Margot Robbie, Russell Crowe, Isla Fisher, Ruby Rose, Jessica Mauboy and Luke Bracey.
Dundee: The Son Of A Legend Returns Home features American comedian Danny McBride as Mick Dundee’s son Brian. Chris Hemsworth is Wally Jr, son of the original sidekick, Walter, played by John Meillon.
Robbie is Lil’ Donk – if you remember the original, Donk was the fighting tough nut in the bar that Mick Dundee felled with a kiss.
Tourism Australia won’t comment on the matter, but whoever’s responsible has gone to enormous effort to make it seem like it’s real – and indeed for the past month there’s been plenty of excitement that the original crocodile man might be making a comeback before the collective wisdom pinned in on a Super Bowl ad, estimated to cost around $5 million for 30 seconds, to entice Americans down under.
There’s an authentic looking website for the movie. Paul Hogan is listed as executive producer. Rimfire Films, the original production company run by John “Strop” Cornell and Hogan set up – the 1,400 investors who tipped in $9 million ended up part of the deal of a lifetime – also gets a credit, and the site features a bunch of photos supposedly from the film set.
The star power pulled together for the campaign has helped it go viral.
Robbie posted a photo with Paul Hogan on Instagram yesterday and it already has 1 million likes.
Everyone got in on the joke:
— Chris Hemsworth (@chrishemsworth) January 26, 2018
— Hugh Jackman (@RealHughJackman) January 27, 2018
But more importantly it looks like the campaign is absolutely killing it ahead of the game, with AdNews reporting that data analysis shows the Tourism Australia campaign is a country mile ahead of perennial fan favourite Budweiser when it comes to brand recognition and engagement.
It really has gone viral. Ad tech firm Amobee found that since the first teaser two weeks ago, digital content engagement around Tourism Australia increased by 1256%.
Of course the superstar of the campaign will no doubt be the Australian landscape, especially the Top End, so keep your eye out for the ad when it screens during the Super Bowl on February 4.
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