Brain Food: Slogan doctor - Tourism Australia: Where the bloodyhell are you?

Tourism Australia's slogan appears in the TV ads as a question posed by 18-year-old starlet Lara Bingle, whose wobbling bikini provides a warm welcome of its own.

by John Morrish
Last Updated: 09 Oct 2013

Tourism Australia's slogan appears in the TV ads as a question posed by 18-year-old starlet Lara Bingle, whose wobbling bikini provides a warm welcome of its own. It's meant to be bold and informal. But one country's forthright is another's rude.

Devised by M&C Saatchi, the campaign was apparently tested with 86 focus groups in seven target markets. But, alarmed by the presence of Australia's 'national adjective', Britain's Broadcast Advertising Clearance Centre banned the ad from terrestrial TV. After much ridicule, though, the embargo was relaxed.

'Bloody' is hardly the most offensive word in the British lexicon of taboo. A joint survey by the Advertising Standards Authority and the broadcasters in 2000 put it 27th out of 28, below 'crap', 'Jesus Christ' and 'arse'. No young person is likely to take offence, but this is the age of the globe-trotting pensioner and they may find it just impertinent. 'None of your bloody business' may not be the answer Lara was expecting.

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