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That campaign, every place I have visited in the world, has been basically described as an absolute disaster.

Friday 18th July, 04:03 AM JST

Australian Prime Minister Kevin Rudd, criticizing the 2006 Tourism Australia campaign featuring a bikini-clad model who seductively asked potential visitors, “So where the bloody hell are you?” The controversial A$180 million campaign was heavily advertised in Britain, Japan and Germany. In Japan, it was translated as “Won’t you come to Australia?” (Kyodo)

9 Comments

  • hoserfella at 10:05 AM JST - 18th July

    Yup, I agree. It actually reduced my desire to visit Oz someday...

  • smartacus at 10:26 AM JST - 18th July

    I remember when those commercials were being shown on TV in Japan. I actually spoke with some Japanese staff who worked in the Australian tourism office and they told me about the dilemma they faced with trying to translate "Where the bloody hell are you?" Apparently, the order had come form Sydney that the catchphrase was not to be changed but translated literally. Well, that never happened.

  • NagoyaGaijin at 10:44 AM JST - 18th July

    I liked the campaign, but that might be just cos I thought it was funny. I can imagine the translation difficulties on that, though. . .

  • thepro at 01:07 PM JST - 18th July

    I don't get why they were using a marketing phrase that appealed to Australians when they were trying to get foreigners to visit Australia.

  • usaexpat at 11:30 PM JST - 18th July

    I guess "won't you come to Australia" made more sense in Japan than "where the bloody hell are you" I liked the campiagn as well, it was funny and sort of played to frankness that I've always liked about Australia.

  • RepublicofTexas at 11:32 PM JST - 18th July

    I didn't think the campaign was that bad. I didn't laugh out loud, but it certainly made me smile.

  • Sarge at 11:38 PM JST - 18th July

    It made me smile too.

    www.wherethebloodyhellareyou.com

  • rajakumar at 09:23 AM JST - 19th July

    Very bad taste in words ,on those adverts,not surprised with its appeal.

    The advert was good but bad taste in words, needs improvements.

  • bushlover at 10:30 AM JST - 24th July

    There was no problem only is some prudes heads. British narrow mindedness prevailed. As a N.American I can say it made me want to go more than ever.

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