Tourism Australia is hoping Chris Hemsworth becomes our $6 billion man in US marketing push

HE helped prank the world in Tourism Australia’s Crocodile Dundee Superbowl ad. And now Chris Hemsworth is poised to front a massive $36 million marketing push into the US.

COULD Chris Hemsworth be the new $6 billion man?

The Thor superhero — who starred in the mock Crocodile Dundee ‘trailer,’ finally revealed to Superbowl audiences as a Tourism Australia ad — will now shoulder its biggest advertising campaign since Paul Hogan asked Americans to ‘Come Say G’Day’ 30 years ago.

The 34-year-old is poised to front a massive $36 million marketing push into the US, with the tourism body fixed on kicking up its US sales for 2020 — already estimated at $5.2 billion — by an additional $800 million if the campaign goes to plan.

Hot on the heels of the NFL blockbuster, momentum for a real revival of the Dundee film franchise has the support of Hemsworth, who told News Corp Australia he’d seriously consider accepting a role after the fun of making the fake teaser.

As celebrity endorsements for the #BringBackDundee petition grew yesterday, Hemsworth said he had been overwhelmed by the response to the ad, watched by an estimated audience of more than 110 million people in the US alone.

Supplied images from the Tourism Australia Advert with Chris Hemsworth and US Comedy Actor Danny McBride. The advert was shown during the Superbowl on US Television

“Hearing such a positive response from a fan point of view, I would definitely be open to it,” Hemsworth said.

“You’d have to find a story and a great script but it’s certainly made me stop and think what the future holds and my next few jobs and whether we could make something like this work.”

Star of the original movie Paul Hogan spoke to The Today Show this morning about the prospect of another film, but for now said he was reluctant to reprise his role as Mick Dundee.

“The first one was the most successful independent film ever made, the second one did huge business,” Hogan said.

“With all due respect to Danny McBride I don’t think he’d be the first cab off the rank to be the son of Dundee,” he laughed.

A who’s who of Aussie A-listers including Margot Robbie, Hugh Jackman, Russell Crowe, Isla Fisher and Hemsworth’s younger brother Liam, worked for mates’ rates to appear in the commercial which aired just before the game’s half time break.

Tourism Australia and Foxtel Ambassador actor Chris Hemsworth. Picture: Jason Ierace/Foxtel Magazine

Besides Hemsworth and American actor Danny McBride (who are under contract to appear in the ongoing Tourism Australia campaign), most of the stars agreed to appear for minimum SAG award (Screen Actors Guild) wages — or less than $20,000 each.

Tourism Australia boss John O’Sullivan said the enthusiasm from the ad’s stellar stable had helped make it a social media sensation.

“What we found with this project was just how proud Australian talent are of their origins and country, (and) having them involved just gives us that talkability,” O’Sullivan said.

“We’ve already seen on digital channels and social media, we’ve reached over 369 million people. We’ve already earned $30 million in free publicity, so we’re already paying for the campaign through their use ... it’s been great.”

Chris Hemsworth in the Tourism Australia ad, which caused a sensation when it was aired during the Superbowl.

In the next phase of the US push, Hemsworth will team with McBride, Curtis Stone and Jessica Mauboy, as well as Outback Wrangler Matt Wright to help convert interest in Australia’s food and wine scene, indigenous culture and wildlife into bums on plane seats.

Producers from The Late Show With Seth Meyers will also be flown to Australia this month to film travel segments to air for US audiences; while Hemsworth has pre-recorded appearances on a number of daytime talk and variety programs promoting the latest initiative.

Hemsworth, who spent part of his childhood on cattle stations and remote Aboriginal communities in the Northern Territory, said he fondly remembered the original Crocodile Dundee as “an incredible showcase of the country.”

The Tourism Australia ad starred Chris Hemsworth and American comedy actor Danny McBride.

“I think a lot of people around the world weren’t really familiar or educated on what Australia looked like or what the Outback was,” he said.

“But more importantly the sense of humour, the sense of adventure, the attitude, the outgoing nature that Australians have I think is hugely appealing. Certainly, if you hadn’t been to the country that would be something you would warm to. It’s sort of timeless in a way — all that humour still stands up.”

Hemsworth said the film’s legacy was still being felt for Australian actors trying to make it in Hollywood, thanks in part to the favourable impression left by Crocodile Dundee.

“I definitely noticed when I first went to LA the little extra attention and positivity you got just by being Australian,” he said.

“It was so welcoming in the States for Australians and I think it was a novelty because there were fewer of us there. But the more of us that turn up there, we still get treated so well and I think it’s due to the reputation of those who have come before us and paved the way and been known to be hard workers and respectful and treat each other fairly.”

The ad plays up to the American audience’s love of the Aussie larrikin spirit.

Tourism Australia officials met with Hemsworth over the secret project last year, after getting the nod of approval to use Dundee from Hoges.

The movie’s star and co-creator, who still owns the rights to the film franchise with business partner John Cornell, agreed to support the campaign concept during a clandestine planning meeting in a Sydney gardening centre cafe.

The winning campaign pitch, by New York-based ad agency Droga 5 (run by Aussie David Droga) played up to Americans’ love of the Aussie larrikin spirit.

“Americans often say ‘a party is better with an Australian in the room’ and that’s what we were trying to do with this concept. We then married it up with our research and said ‘well, the Australian that brings Australia to life, still in that market, is Dundee’ and it all lined up nicely,” O’Sullivan said.