Barossa ad featuring Nick Cave's Red Right Hand wins Cannes award

TOURISM commercial set to the sounds of Nick Cave & the Bad Seeds takes out Cannes prize.

A TELEVISION advertisement spruiking South Australia's Barossa Valley has won an international award.

The Barossa. Be Consumed commercial featuring the Nick Cave & the Bad Seeds song Red Right Hand has won the grand prix award at the Cannes Corporate Media and TV Awards.

The ad used sensual scenes to highlight the food and wine region.

It was produced by local advertising agency kwp! and beat 718 other entries from 40 countries.

SA Tourism Minister Leon Bignell said the accolade would provide global exposure for the advertisement.

"To have a South Australian company produce the best tourism advertisement in the world is a massive achievement," he said.

"This proves to the world that not only do we live in a great state that is blessed with natural beauty, we also have the people with the imagination and intellect to create world-beating productions."

Tourism & Transport Forum chief executive Ken Morrison said winning the award was a major coup for what had proved to be an evocative advertisement.

"The campaign is also having the desired effect in the marketplace, driving increased traffic to the region's webpage and leading to a spike in inquiries about the Barossa," he said.

The Barossa commercial has divided audiences, but left a lasting impression.