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6 January 2020

Friends in need.

by Andrew MacGregor

Tourism Australia: “Matesong” - 3 mins 10s

If the release of Tourism Australia’s ‘Matesong’ has taught us anything, it’s that Mother Nature has little respect for marketing campaigns. The three-minute promo starring Kylie Minogue and Adam Hills has already had its emu wings clipped, so to speak, due to the ongoing bushfire crisis, and it’s easy to see why.

Firstly, it’s hard to reconcile shots of verdant woodland and easy-going koalas with footage currently being relayed from Victoria and New South Wales. Secondly, lyrics such as “We can turn off the news/You can kick off your shoes” risk further alienating those galled by the Australian government’s response to the crisis.

It’s a shame because the performances from both Minogue and Hill are charming to the hilt, and brim with knowing national pride. Alas, even they - and a particularly jolly quokka - are no match for sheer rotten timing

Creative Agency: M & C Saatchi Ⓟ Ⓦ
Director: Kim Gehrig ♀ Ⓟ Ⓦ (Somesuch Ⓟ Ⓦ)
Production Designer: Enzo Iacono

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