Crocodile Dundee Australia Commercial Analysis Essay
It is not common to find a commercial that you find to be enjoyable, but when you do, it is always one that will stay in your mind. Most commercials that are enjoyable, or most people like, are always the Superbowl commercials. That is why Superbowl commercials have their own countdown before the Superbowl. The reason these commercials are so enjoyable is not only because they are classic, but also because they have a full story line. When a commercial has a story line, that is when people will enjoy seeing them, and not dread them like most are. The “Crocodile Dundee Australia” is not as much of a commercial as it is a “movie trailer.”
“Crocodile Dundee Australia” was aired on 5 February 2018, during that year’s Superbowl. The commercial was made by Tourism Australia. The setting of this commercial is the old set of the movie “crocodile Dundee” and "across all of Australia” (0:45-0:46) including: a winery, a popular restaurant, beaches and many more. In the commercial there were two main characters being shown with fill in characters as well. The two most prominent ones were Chris Hemsworth and Crocodile Dundee son. Having these two as the most prominent keeps it to an Australia theme, with still connecting to the American audience. Chris Hemsworth is a famous actor in both America and Australia, while crocodile Dundee were a popular movie some time ago. What happened in the commercial was the two main characters traveled all around Australia doing all the things that Australia has to offer. The tour guide (Chris Hemsworth) takes Crocodile Dundee son to multiple various places to show that Australia has something for everyone.
The main audience who this commercial is being targeted to is Americans who are looking into traveling soon or in the summer. We know this fact because this commercial is a Superbowl commercial, which means that it is pointed towards Americans. If they wanted something for the world, they could have done a game that is watched all over the world, but football is American. The main purpose of this Commercial is to persuade people to visit Australia and see what it has to offer. The makers of this commercial want this to be the audience’s next vacation. The commercial achieved its purpose with its intended audience by effectively appealing to its audiences by the need to escape, and Physiological need: Food.
The first reason “Crocodile Dundee Australia” is effective is that it appeals to audiences “Need to escape.” The need to escape is defined by Jim Fowles as “Advertising's Fifteen basic appeals” is “... to seek rest or adventure …" and “... you deserve a break...” The next example is that this happens to be a Superbowl commercial, you can assume that it will be geared towards the American audience. Using this and seeing the distance between the US and Australia, this is the true definition of escaping. Also, depending on where you live in the US, the climate can be vastly different. When you can go on vacation as differently as your home country, it is the perfect opportunity to truly relax. The next point is that this will be a vacation, and the definition of a vacation is “an extended period of leisure and recreation.” In the commercial it had both of those aspects, “just 37,000 miles of pristine beautiful beach, Mate” (0:52-0:56). This is the perfect way to relax while still having the recreation part, “They’ll embark on an adventure” (0:34-0:45). In this commercial, it truly showed the need to be able to escape in the many ways needed.
The last reason “Crocodile Dundee Australia” is effective is that it appeals to the audiences “Physiological need for food.” The physiological need for food is defined by Jim Fowles as “Advertising's Fifteen basic appeals” is “the art of photographing food and drink is so advanced; sometimes these temptations are wonderfully caught in the camera’s lens...” This can relate to the commercial because during the commercial there was a scene where they were in a restaurant that oversaw an extremely popular monument, the Sydney opera house. “Dine at World-Class Restaurants” (1:03-1:16) While they didn’t spend as much time on the food area, they did seem to make it an important part. Lastly, they mentioned their wineries “Discover Amazing Wines” (0:57-1:02) This is a fantastic opportunity for someone who is a wine person. This shows that they have something for everyone. The commercial executed the physiological need in the best way a camera can capture.
Overall, the commercial “Crocodile Dundee Australia” is an effective commercial by effectively appealing to its audiences by the need to escape, and Physiological need: Food. This commercial made $36 million in tourism. Tourism Australia executed it in the best way of making sure they had something for everyone in the family, while also making it like a movie to suggest that your vacation will be like a movie.
