Convincing the world that ‘Crocodile Dundee’ was getting a sequel

Steve Rogers on directing the trailer campaign for a Hollywood film that was really a Super Bowl ad for Tourism Australia

Towards the end of January this year, the film world was sent
into a spin by what looked like a movie sequel nobody was expecting.
When a teaser trailer campaign surfaced online for ‘Dundee: The Son of a
Legend Returns Home’, the entertainment press flew into speculation.
Sites such as People, BuzzfeedDaily Mail, Good Morning America and the Hollywood Reporter,
among others, reported that one of Australia’s most iconic movie
franchises would be returning to screens, and with a remarkable cast,
including Danny McBride, Chris Hemsworth, Hugh Jackman, Margot Robbie,
Russell Crowe, Ruby Rose, Liam Hemsworth, Isla Fisher, Luke Bracey and
Jessica Mauboy.

In reality (and
perhaps for the good of cinema?) the new Dundee film didn’t actually
exist. After two weeks of speculation and debate about whether it was
legit, the final trailer aired during the Super Bowl, revealing that the
whole thing was an ad campaign for Tourism Australia, masterminded by
Droga5 New York.

LBB’s Alex
Reeves spoke with Revolver / Will O’Rourke / Biscuit Filmworks director
Steve Rogers about the production project to convince the world that
Dundee was back in business.
LBB: Where was the idea for the campaign when you came to it?
The script was great from the moment we saw it and the ideas for scenes
never really changed that much. There was some back and forth regarding
cast and the locations which had an impact to an extent on what we
ended up shooting, but it was certainly one of the better scripts you
could hope to see. Continue reading the article on LBB…

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