Becoming Kate

Anyone with the February blahs is bound to have their heartstrings tugged at by this ad. Tourism Australia's Destination Campaign is pretty much flawless. Produced by Baz Luhrmann, it appeals to the overworked, the underplayed, and has impeccable timing. Who doesn't want a small aborigonal child to transport you to a sunny place and remind you of the important things in your life right now?

The format is as simple as IKEA flat pack. Take your pick of an overworked capitalized city, add a romance tale, the promise of better days and bam! Advertising gold. You almost expect Monster.com to pop up as the end graphic, almost like the commercial is a twisted Australian double date between Daniel Kleinman and Baz Luhrmann. Watch the Shanghai version here:



Read more on the Destination Campaign here.