Kylie Minogue invites Brits Down Under in new Tourism Australia campaign via M&C Saatchi
On Christmas Day, as millions of Brits tuned in to the Queen’s Speech, pop icon Kylie Minogue delivered a song of mateship to entice visitors Down Under in a new campaign via M&C Saatchi, Sydney. Matesong is the first activation of Tourism Australia’s recently launched Philausophy platform
In a timely gesture, the 3-minute extravaganza, entitled Matesong, celebrates the rich and longstanding ties that exist between Australia and the UK.
UK audiences have been introduced to the performance in the weeks leading up to the Queen’s annual address via unbranded TV programming in partnership with ITV through on-station idents. Additionally, out-of-home advertising and an appointment to view in TV guide scheduling planted the seed. On Christmas Day in the UK, Kylie Minogue revealed the true motive behind Matesong – one nation reaching out to another in friendship when it’s needed most.
Set against a backdrop of extraordinary Australian landscapes, Matesong is the first activation of Tourism Australia’s recently launched Philausophy platform which aims to elevate the strengths of the destination to include its people, personality and way of life.
Says Susan Coghill, chief marketing officer, Tourism Australia: “We’ve sought to capture the Australian way of life with a campaign delivered in a big media moment and in a creative way we think will resonate in the UK and entice more of our British mates to visit us Down Under.”
Says Cam Blackley, chief creative officer, M&C Saatchi: “The world’s in a tricky place right now. So, it’s a pleasure to deliver a little lightness and brightness through an Aussie icon extending the hand of mateship on behalf of all Australians. And a couple of Quokkas. This is really special because it’s the first time ever one country has created a bespoke piece to directly talk to another country on a personal level.”
Says Russell Hopson, group managing director, M&C Saatchi: “Excited doesn’t come close to describing how we all feel about this work finally getting out of the bag. It’s no secret that the Brits have had a tough year, or maybe more than one, and so landing the fact that they’ll always have a mate in the Aussies was too good an opportunity to miss. And who better to deliver the message than actual pop royalty herself, Kylie Minogue? This work literally has it all, from the Queen’s speech to Shane Warne- all underpinned by a powerful strategy of selling the Australian character and way of life. We think the Brits will love it.”
Matesong was written in collaboration with Tony-nominated singer-songwriter Eddie Perfect and directed by award winning production company, Revolver/Will O’Rourke. Starring alongside Kylie Minogue is Australian comedian and TV presenter Adam Hills, with supporting cameo appearances from Shane Warne, Ash Barty, Ian Thorpe, the Aboriginal Comedy Allstars and others.
Says Phillipa Harrison, managing director, Tourism Australia: “Who better to deliver the message than Kylie Minogue. She embodies so much of what we want to share with the world – our warm, fun and friendly personality. Not only does she have a deep and authentic connection with Australia, but she is a much-loved and recognised icon in the UK as well.”
Adds Coghill: “Our research supports what we in Australia all instinctively know – that the Australian way of life is unique on the world stage and incredibly appealing to people visiting our great country.”
Australia’s federal tourism minister Simon Birmingham said he hoped the new campaign would help reinvigorate the UK market: “This campaign is about reminding Brits that Australia is a diverse and welcoming destination that still offers all the things that they love about our country, from our white sandy beaches to our native animals and our famous laidback outdoor lifestyle.”
Says Neil Peace, client director, UM-UK: “A tourism board teaming up with Kylie Minogue to launch a song teasing brits to visit Australia is as unlikely as it is brave. But Matesong is a triumphant, playful nod to the things that unite us with our mates down under, from cricket to Kylie herself.
“UM London is proud to be part of such a bold, innovative campaign that reflects the hard work, innovation and conviction of both TA and it’s wider agency partners. And we’re very much in agreement, that a quokka, is really what we all need.”
Says Jack Graham, senior strategy director, UM Australia: “What makes Australia unique isn’t just the things you see, but the people you meet and their unique way of life. Nothing is more Australian than inviting someone over when they’re doing it tough. We couldn’t be more thrilled to deliver an invitation of this scale or at this time of year through our media partners. A delivery ecosystem leveraged to reignite urgency and desire to experience our way of life.”
Says Simon Brock, creative director, Digitas: “This campaign has something for every British traveller. For those entering the new year with distant hopes of travel, it’s a bright, buoyant invitation to get inspired. For those already planning their next trip, the work does a brilliant job of showing why Australia has to be on their shortlist. And if they already have their sights squarely set on Australia, it’s an all-singing, all-dancing itinerary for the trip of a lifetime. At every stage of the travel journey, Kylie’s invitation to the Brits can cut through.”
Says Jo Carr, co-founder and chief client officer, Hope&Glory: “We’re beyond excited to work with Tourism Australia on this campaign especially given their track record in delivering stand-out creative work. Australia is well known for “mateship” and who better to extend a hand of friendship to us at this time of year than cultural icon and pop royalty, Kylie Minogue.”
Says Richard Brett, CEO, opr: “We love how Matesong captures the banter of Aussie mateship and is brought to life through tongue-in-cheek lyrics, iconic Australians and incredible locations around the country. The campaign highlights the quintessential Aussie experience that’s sure to entice our British mates to visit us Down Under.”
Following the initial airing, the campaign will continue to run on British television, digital platforms, social channels, in cinemas and out-of-home advertising, and will be extended by a range of commercial and media partners including Singapore Airlines, The Telegraph UK and TripAdvisor.
Further information about the new campaign can be found at www.Australia.com/Matesong.
Artist: Kylie Minogue
Music and Lyrics: Eddie Perfect
M&C Saatchi Sydney
Chief Creative Officer Cam Blackley
Executive Creative Directors Mandie van der Merwe & Avish Gordhan
Group Creative Director Andy Flemming
Senior Copywriter Curt McDonald & Chris Brailey
Senior Art Director Rosita Rawnsley-Mason
Copywriter Rubini Gun
Art Director Matt Corcoran
Group Managing Partner Russell Hopson
Group Head Emma McJury
Senior Account Director Nikki Chapman
Account Director James Steer
Head of Broadcast Loren August
Lead Print Producer Greg Hyslop
Chief Strategy Officer Justin Graham
Head of Strategy Rachael Fraser
Senior Strategy Director Nick Jacobs
Design Director Simone Cherry & James Jamias
Designer Matt Harrington
Finished Artist Ian Hartigan & Holly Jones
Retoucher Nicko Mueller & Richard Hughes
M&C UK Team
Creative Matt Collier & Wayne Robinson
Deputy MD Mark Newnes
Head of Strategy Steve Parker
Account Director Evan O’Driscoll
Senior Account Manager Samantha Lane
Production Company – Revolver/Will O’Rourke x Somesuch
Edit – Trim Editing
Grade – Framestore
Online/VFX – FIN Design + Effects
Music + Lyrics – Eddie Perfect
Music + Sound – Soundtree Music
Stills Photographer Nicole Bentley
MEDIA
UM (Global Team)
Senior Strategy Director Jack Graham
Senior Client Director Ashleigh Markou
Senior Digital Partnerships Manager Anthony Thomas
Digital Director Sarina Ballauff
General Manager Sydney Sophie Bingham
UM (UK)
Client Director Neil Peace
Comms Director Charlotte Netherwood
Performance Director Allison McMordie
Comms Manager Deborah Widdick & Isabelle Locke
Broadcast Director Zoe Sylvester
Strategy Director Lauren Raymond
Comms Executive Savarna Burrows
DIGITAL
Digitas
Head of Production Lizzie Strobel
Client Partner Oli Cassidy
Creative Director Simon Brock
Account Manager Rachel Malone
Account Director Max Cahill
Design Lead Oliver Ree
Creative Nick Duron
Designer Júlia Correa
Senior AEM Developer Rupesh Kumar & Umang Mittal
Stack Chat
CEO Marcus Robinson
CTO Mark Szumowski
Senior Devops Engineer Sam Banks
PUBLIC RELATIONS
Hope & Glory (UK)
Managing Partner Jo Carr
Creative Director Gavin Lewis
Associate Director Natalie Davies & Nicola Burton
Account Director Joccoaa Hand
Senior Account Executive Dani Hayhurst & Lisa Barlow
Account Executive Agatha Hyatt
Account Assistant Stephanie Talbot
opr Agency
Chief Strategy Officer Kaz Scott
Chief Creative Officer Bridget Jung
Associate Director Luke McClelland
Account Director Ellee Donald
Strategy & Planning Manager Laura Stoll
Chief Digital Officer Daniel Young
Senior Digital Strategist John Harding-Easson
Senior Account Manager Zoe O’Sullivan
Senior Account Executive Madison Scott
TOURISM AUSTRALIA
Managing Director Phillipa Harrison
Chief Marketing Officer Susan Coghill
Brand, Campaigns and Media
General Manager – Brand, Campaigns & Media Michaela Chan
Global Campaigns Manager, West Ashleigh Sorensen
Campaigns Executive, West Laura Rankine
Global Manager, Media & Partnerships Marketing Alex Lowes
Marketing Media Manager Rochelle Vinson
Studio Manager Andrew Still
Campaign Executive – Brand Stephanie Denman
PR and Communications
General Manager, PR, Social & Content Anita Godbeer
Global Manager, Public Relations Emma Sturgiss
Global Manager, Advocacy Nicole Foster
Broadcast & Event Partnerships Manager Minta Burn
Publicist Lauren Caverley
Global Manager, Social Media Nick Henderson
Social Media Producer Novy Wong
Global Manager, Content Joleen Booth
General Manager, Communications & Government Leo Seaton
Public Affairs Manager Kim Moore
Government Communications Manager Erin Foster
Senior Corporate Communications Manager Hayley Taylor
Consumer Marketing Graduate Georgie Johnson
Digital
General Manager, Digital Strategy Paul Bailey
Global Manager Digital, Mobile & UX Larissa Nery
Chief Information Officer Shaune Rosser
Marketing Technology Manager Manjit Gill
Global Digital Product Manager Rachel Bernauer
UK Office:
Regional General Manager Sally Cope
Marketing Manager Kirsten Webber
PR Manager Stuart Fyfe
Partnerships & Distribution Manager Pete Mills
Senior PR Executive Kate Hodges
Marketing Executive David Olding
Digital Marketing Executive Nick Musson
Business Development Manager Benjamin Taprell
Digital Coordinator, Aussie Specialist Program Silvija Bradford
Aussie Specialist Trainer Alison Lee
88 Comments
Yeah
Great work. And congrats to all at M&C for this.
This just doesn’t what it wants to be.
Funny? No.
Contrived. Yep.
Topical in the uk? Not really
The musical ? Not memorable.
It makes australia look fake.
Shame as a Xmas evening spot in the uk could have a huge opportunity
Love it
This is a bold statement. If you look above the pettiness this industry is capable of and just see this work for what it is it’s very hard not to love it.
Clients rarely go out on a limb like this with a strategy as bold as this. We could all agree it’s hard enough to get clients to do safe work these days.
Very well done to all on what looks like a MASSIVE job.
Who Directed?
There will be haters. But screw ‘em. This is world class. Well done to all involved.
Move along. Nothing to see here. It’s not just the Australian politicians looking backwards.
Brilliant!
Smoke and ash aside, I can’t think of a better way to get to the Brits than this. Well done.
This is good.
Where was this when they first announced the work? I like it. And I don’t like much.
THIS is better than the stuff they launched with.
Why didn’t they show this then? It’s great.
The trailer was a tough act to follow. Best to do something quintisentially Aussie. Which this is.
Really nice job. And I hate tourism ads.
Makes me homesick.
Really love this. It’s fun. It’s silly. It’s a bit gauche. It’s a bit camp. It’s bright. And it’s happy.
And that’s Australia in a nutshell.
Onya!
I’m eating leftover Turkey in London and everyone in the family absolutely adored this.
And we saw it in the pub too.
Well done to all. A tough, tough gig summing up a country and you did us proud.
Bold move going before the queen’s speech. Works though. And it’s not bad either.
Brexit has made this a miserable Christmas.
At least someone likes us.
From all of us in the UK – cheers.
LOOOOOOOOOOOOOVE IT.
Isn’t this against everything we are. Real.
Real beauty. True blue. Honest. Warm.
This is a mess!!! It’s so lame. Fake. And doesn’t capture the honest beauty of this people or this country. It’s a gross waste of money.
People that made this hang your head in SHAME
Pretty harsh – perhaps quite bitter. Easy to hide behind a blue screen I guess.
Genuinely epic.
Love this. Well done to all involved.
“Modern and diverse”…. lol.
The Brits will love this. Kylie looks amazing.
Nice one!
I like it, but interested to know if it’s M&C or Eddie Perfect who should be taking the credit.
This is awesome work… I love it
I don’t hate this but wonder if TA has any comms strategy? So not aligned with recent work??!!
Genuinely liked this
Forgot the bushfires.. Smoke..dry rivers dead fish and the droughts…
The only memorable thing is that I have the same esky Dannii has her feet on
Look this is all very good, fun, cute…but seriously – do we really need to encourage any more Poms to come over here? Like really??? The place is already infested!
This is a masterpiece. That is all.
Sausage in bread? It’s called a sausage sandwich!
This is great. A big congratulations to all involved.
How could anyone think this is good?
Over produced, unmemorable, no message, horribly written, cringeworthy cameos (nice one Thorpedo) and just generally feels fake. If you asked any POM what they think Australians are like, this is as far from it as possible.
Also, you know a campaign is bad when the press release is jam packed with quotes from every associated agency and client saying how good and ‘brave’ it is and patting themselves on the back.
…we speak your language and are white like you so if you don’t like foreigners, come to Australia…
Also …. Australia being represented (for the one millionth time) by beer, sports, sausages and beaches… FFS.
10 quotes from 10 different people in 1 press release! Holy Moly. World record?
That’s a lot of backslapping, cheek kissing and fist pumping. Good onya. It’s epic.
Funnily enough not one person mentions the ‘philausophy’ platform. Ashamed already?
Film is 3 minutes and 10 seconds! and only 0. 25 seconds is dedicated to the Philausophy line. Don’t blink.
Hitting the cut-through visually 100%. But brought undone by the amateur melody. Needed the anthem-type rise and rise with juicy fullness- instead of a mournful budgie waltz.
One, I have genuinely never seen a credits list like that. It’s, I mean, there must be 200 people on that. Will be fun to be the person who has to cut that to 25 comes Cannes Lion time.
Two, I think this is genuinely great. The song doesn’t really float my boat, but I love the idea and the strategy and that the client was brave enough to buy it and not water it down to the point it lost its original point of view.
Fair play to all involved. It won’t be my personal ad of the year’ but I think all Aussie advertising would be a lot better if it were all more like this.
Come to Australia, enjoy 50° days and burning smoke in your lungs. If that isn’t your bag we are in the midst of being taken over by a Pentecostal cult.
So where the bloody hell are ya ?
Oh my gosh.
An Aussie tourism ad with a sense of humour!
Gosh again.
Well done Mandie, Avish and Andy, and your elves.
Personally I would have gone all Kylie, but that’s just me.
I still tips me hat.
A lot of credits.
Go Warnie!
…Who directed? It’s great, surely the director would be happy to put their name to this??!!
Just in time to claim best Aussie ad of the year
It’s pretty good. The smartest thing they did was getting Eddie perfect to write the thing… you know how it is…. “I’ve got a great idea! Let’s get Eddie perfect to do the creative!”
Interesting too that ‘philausophy’ is nowhere to be seen. The line they have at the end of this piece is better anyway. At least it is positive and inspirational, unlike the print we saw awhile back.
nice try, but no cigar. See you in 2004 Ibiza.
I wish I was that esky.
This is class. Makes me want to go home.
Genuinely excellent
The more I watch this, the more I think it’s effing brilliant.
Tough brief. Arguably the toughest in the country and it’s warm and funny (who’d have thought it?)
Really great job M&C team.
TA + M&C took a pretty big swing at this one. And I reckon the bat hit it pretty flush.
Now, I’m off to get a sausage sanga, or a sausage in bread, but never a fucking sausage sandwich – who’d call it that? After all, the Earl of Sandwich decreed in 1733 that a sandwich strictly requires two pieces of bread to ‘sandwiche the contents b’tween’ and that inferred ratio of double bread to one banger would completely mess up the mainstay of the beloved Strayan sausage sizzle.
I wish I liked this but it takes me back many years when we would have thought it was great. I can’t help thinking that someone said “ it has to be good, but not better than the one Scotty from marketing made”
Where the bloody hell are you talent ?
This is great. Gets better every time you watch it.
The highlight for me is rhyming “shocker” with “quokka” and “cuticles” with “marsupials.”
And seeing Warnie bowling what looked like fast-medium in the backyard.
Well done to the many, many involved.
guess an os director made it
I honestly hated this. But what do I know, people don’t believe in me either.
The best ad I’ve seen in a bloody long time! Excellent job M&C. You deserve all the awards and accolades this coming to you year! Well done!
It is a very bold piece of work and the production qualities stellar. In a dark chilly winter in the UK it will no doubt cut through – good work TA and M&C.
Someone is trying way too hard.
I realised it’s as boring as first watch.
This is such a load of rubbish. A great reason for the British to laugh at Australians.
A big job, so why are we seeing everyone (and seemingly everyone) credited and not the director or producer? Or DOP? Zero production acknowledgement for such an epic shoot – which feels very odd..
It’s brilliant. There’s a few sad grinches among the commenters here but I think M&C nailed it. Well done.
Its either a case of The Emperor’s New Clothes, or there really are a lot of M&C staff and PR folks with free time during the holiday season willing to post positive reviews.
I cant quite decide.
Best ad of 2019. And it comes days before 2020.
So it seems the ad world is split, some love it unconditionally, some hate it.
Reading through my FB feed this morning, the consensus from non-ad-w@nkers, seems to be..
Corny and old fashioned, makes Aussies cringe and Brits comfortable in what they thought Australia was, backward.
Might work, probably won’t, but mostly because an Ad campaign isn’t going to change how Brits spend their money.
I prefer version… https://youtu.be/0OidSD14mGE
Humming it for the last two days!
The biggest credits list ever but I cant see the director?
The poms are just like us. And we’re just like them. If we love it, so will they. And I love it.
So much back slapping and circle wanking for a very forgettable ad. Merry Christmas
Coming from me, the eternal critic, you may find the following observation surprising:
Reading some of the criticisms here and on social media simply reminds me of a thousand client meetings where everyone chips in with criticisms that just kill the purity of the work.
‘Where’s the diversity?’
‘Where are the young people?’
Where are the alternative types, the artists etc etc?’
‘Corny and old fashioned.’
‘Same tired celebrities’
‘If Kylie thinks Australia is so brilliant, why does she live overseas?’
Thank Christ I don’t have to sit through any more meetings where my work gets picked apart by dunderheads who all have their own narrow little worlds and masters to serve.
It’s actually pretty good, considering the 101 obstacles in the way.. Like the idiots who you have to get to approve an ad like this.
@ This is catchy,
Your comment is the best saddest I’ve heard this century. Congrats, you just made it!
Who hums ads… ever? And For 2 days?!
Come on Aussie, c’mon?
Miserable Poms don’t deserve us – anyways, this will work a treat.
I’m stumped.. Warnies bowling pace, the kid played a tricky ball rising sharply off a good length pretty well, no appeal.. and she gives him out for what ? LBW?? Disgraceful decision.
thank you
You’re welcome.
Brilliant
Shows how tone-deaf our entire industry is.
Do not come here. We are in the worst drought we’ve ever seen. 3 states in state of emergency. The whole country is burning and you’re likely to be a drain on the precious resources we have. There are towns without food, water and electricity. The kind of towns you want to visit.
The timing of this campaign is incredibly stupid and short-sighted. Fix the product before you go selling it.
I hope Scotty from marketing gets the boot over this.
It’s clear most of he positive comments here are from the agency.
This ad hasn’t been well received by the Australian public with most people thinking it’s cringe worthy and cliched. Don’t take my word just pull your head out of your arse and take a look on the interwebs. Go read some real comments from real people – rather than believing the self serving circle jerk going on here.
And before you say it’s not for Aussies. It represents us.
That story seems more believable now with what is happening in this country
Happy New Year. This ad is great – particularly when viewed in context, airing just before the Queen’s Christmas message and to a UK audience still in love with Kylie/Charlene (and liking Adam Hills a lot). I’m honestly surprised at the negativity above … and the amount of it given our holiday period.
Excellent work
If you’re truly surprised at the negativity, do 2 of 2 things. Listen to some decent jingles. ‘Dumb ways to die’ is a good start. Then flick on the news and watch, and finally ask yourself: “would that have been a good song to release if trains gained sentience and went on a killing spree? Probably not. Timing is everything. But it’s still a crap ad.
Don’t usually respond to anonymous comments, but yours is so supercilious as to warrant a short reply: Different ad, different problem, different audience, different context. And the Queen’s message booking for the full length spot required the timing (I note the ad buy has since been reduced). I’d also stake my quite significant musical training and knowledge against yours, should you have had the conviction to identify yourself. Cheers.
I’m way behind here but I love it. It’s epic. I think it captures the good things about Australia pretty well.
@Luke Chess – onya, well said.