Tourism Australia decided that its new ad will not use celebrities, whom it had employed in its previous campaign with a cost running up to $360 million.
The new ad features ordinary people in some of Australia's most well-known places, with a typically Aussie invitation: "So where the bloody hell are you?"
There was outrage at the word 'bloody' from some quarters, but PM John Howard defended the ad, saying it's just an Aussie colloquialism. This time I agree with PM Howard.
While Aussies have been known to call their enemies ‘bastards’ , they would call their close friends ‘bloody bastards’!