Where the bloody hell are you?

April 2006


Apparently both Canada and the US has complained about the tagline of this campaign. Obviously some people didn't get it. It's a highly self ironic line. When we refer to Australia in the northern hemisphere, we usually use strong terms describing how far Australia is. Now the tables have been turned. Australians are saying Europe and the US is the one that is far. I think the tagline is a great contrast to the beautiful imagery.

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Joe Harris's picture

boring - the chinese version is funny though.

Joe Harris
Activity Score 176
Creative Director |

If at first you dont succeed... don't try parachuting

Matt Leedham's picture

Visually striking. It's beautiful but we've missed the point culturally to the global audience. 'Where the bloody hell are you?' is offensive in the northern hemisphere. 'Where are you' would have been fine.

Matt Leedham
Activity Score 2
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