Old Mate returns in second SA Tourism Commission ad — and this time he’s looking brighter
His first outing in SA’s latest tourism pitch was decried for being offensive to the elderly. Now Old Mate’s second ad has dropped and he’s got a spring in his step. Does this one hit the mark?
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Old Mate is back.
And this time he’s brought some buddies.
The second instalment of the South Australian Tourism Commission’s controversial ‘Old Mate’ campaign has premiered on Grand Final Saturday.
The 30-second television commercial made its debut during the AFL Grand Final.
Set the Thin Lizzy’s ‘The Boys Are Back in Town’, Old Mate and his friends hit the town, visiting laneways such as Peel St.
The trio also checks out Henley Square and Sellicks Beach and even take a helicopter ride over McLaren Vale to see the d’Arenberg Cube.
But just like in the original advert, there is some sadness.
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Old Mate’s mates are seen looking a little upset towards the end and then a voiceover can be heard saying “Don’t feel sorry for Old Mate’s mates, it’s their damn fault they didn’t visit Adelaide sooner”.
But their anguish is only fleeting, as they continue to soak up the atmosphere of the city’s small bar scene.
The Commission’s first advert in the Old Mate campaign featured a man in his 70s visiting various tourism attractions across SA.
His joy at exploring the state slowly turned to sadness as he realised he left his first visit too late in life.
The advert finished with a voiceover saying “Don’t feel sorry for Old Mate — It’s his own damn fault he didn’t visit Adelaide sooner”.
The campaign — aimed at middle-aged prospective interstate visitors — was widely criticised, with the Council on the Ageing slamming it for using a “pathetic old” stereotype while the Opposition blasted the use of a Melbourne advertising agency.
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