The new Baz Luhrmann stories have been released. Produced for Tourism Australia, they tie in with the release of the movie Australia.
The story opens in a busy city in the US, where a young woman is working way too hard and has just been told by her partner they need a break. Out of touch with her life, she learns she ‘sometimes we have to get lost to find our selves – sometimes, we gotta go walkabout’. Cut to a scene swimming in the Mitchell Falls in the Kimberley region of Australia, and panoramic images of the Mitchell Plateau.
This is a masterful piece of work. Watch it a few times and it gets even better. I can’t think of an ad that matches it.
We start in Japan this time, night time, big city lights. A man is working too hard, disconnected from his partner. Our aboriginal guide reaches out to him ‘sometimes we have to get lost to find our selves – sometimes, we gotta go walkabout’. Cut to a scene where he is dancing on a table with his partner, under a Boab tree with the Kimberley’s Cockburn Ranges in the background.
Personally, Boab doesn’t engage as strongly as Billabong. We don’t get to know as much about the main character and what he is feeling.
Tourism Australia has put out some big campaigns before. This one is very different. Will a personal story work better than a more traditional glossy travel ad? Plenty of time to find out, the ads will run for almost a year.