And Cue The Inbreeding Jokes! Glorious Tasmanian Tourism Ad Misfires With “We Are All Family Here”

And Cue The Inbreeding Jokes! Glorious Tasmanian Tourism Ad Misfires With “We Are All Family Here”
B&T Magazine
By B&T Magazine



[B&T has updated this article] As one of Tasmania’s finest exports  – the world champion woodchopper, David Foster – once said when asked how many toes he had, he famously replied, “Eleven, like every other Tasmanian.” Foster’s quip just one of many barbs the Apple Isle has endured in a long history, of dare we say it, jokes about inbreeding.

And, unfortunately, a new ad campaign by Tourism Tasmania has once again given grist to the “sex with family members” mill.

Keen to attract interstate tourism back following lockdown, Tourism Tasmania has unveiled a – to be fair – stunning homage to the state’s unique beauty and attractions called “Make yourself at home” and created by its in-house creative team.

However, it’s an unfortunate piece of copywriting at the one-minute and eight-second-mark that’s attracting all the attention after a graphic reads “we are all family here” over an image of two amorous wombats.

Check out the gorgeous (if poorly scripted) spot below:

The faux pas was first called out by Pedestrian journalist and proud Tasmanian, Cam Tyeson, who raged: “You couldn’t have used literally any other line here? Anything at all. ‘It’s real chill’ would’ve worked.

“Also you had to put that line over the top of two very similar looking wombats nuzzling each other?

“I love Tasmania, I really do. But good god. At some point you’ve simply gotta help yourself,” Tyeson pleaded.

Tourism Tasmania’s CEO John Fitzgerald, however, played down the hype: “The launch of ‘Tasmania – Make Yourself at Home’ has been embraced and celebrated by so many in our community.

“The launch video, which has been shared across social media channels, is not part of the advertising campaign that Tasmanians will see. It is instead designed to set the scene for the types of imagery and experiences that Tasmanians will see as the campaign rolls out.  Overwhelmingly, it has been embraced by Tasmanians who are loving its beauty and intent.

“As a state and a people, we’ve moved beyond the stereotypes of the past and we’re glad that so many Tasmanians see it as a celebration of Tasmania and its people – including how we come together as a community when times are tough.”

 

 

 

 




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    1. “The launch video, which has been shared across social media channels, is not part of the advertising campaign that Tasmanians will see.” So why post it? Of course Tasmanians will see it and already have. This makes no sense. Looks like he’s making excuses for the ‘in-house’ creative team who messed up big time. Video is much too long and very poorly written and put together. Embarrassingly amateurish in comparison to the BMF work. Joe from Launceston.

Ad campaigns BMF Tourism Tasmania

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