End of the So where the bloody hell are you? television commercial, Lara Bingle on Fingal Spit with Fingle Head in the background

So where the bloody hell are you? is a AU$180 million advertising campaign launched in 2006 by Tourism Australia created by the Sydney office of the London headquartered advertising agency M&C Saatchi. Image File history File linksMetadata WhereTheBloodyHellAreYou. ... Image File history File linksMetadata WhereTheBloodyHellAreYou. ... Lara Bingle (born 1987, Cronulla, New South Wales) is an Australian model who is best known for appearing on Fingal Spit in the controversial 2006 Tourism Australia advertising campaign So where the bloody hell are you?, where she delivers this final line in the television commercial. ... Fingal Bay is a small semi-circular bay immediately south of Port Stephens in New South Wales, Australia. ... ISO 4217 Code AUD User(s) Australia, Kiribati, Nauru, Tuvalu, Christmas Island, Cocos (Keeling) Islands, and Norfolk Island Inflation 1. ... An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). ... Tourism Australia is a statutory authority of the Government of Australia, with responsibility for tourism marketing within Australia and internationally, as well as research and forecasting of domestic and global tourism trends. ... This article is about the capital of England and the United Kingdom. ... M&C Saatchi is an advertising agency, with several offices around the world. ...

The advertisements feature images of Australians preparing for visitors to their country. It begins in an Outback pub with the barkeeper saying, "We've poured you a beer." Further imagery to a similar effect is then shown, including a young boy on the beach saying, "We've got the sharks out of the pool," and partygoers watching Sydney harbour fireworks saying, "We've turned on the lights". The commercial ends with bikini-clad model Lara Bingle at Fingal Spit stepping out of the ocean and asking, "So where the bloody hell are you?" For other uses, see Outback (disambiguation). ... An amusingly named pub (the Old New Inn) at Bourton-on-the-Water, in the Cotswold Hills of South West England A pub in the Haymarket area of Edinburgh, Scotland A public house, usually known as a pub, is a drinking establishment found mainly in the United Kingdom, Ireland, Canada... Sydney Opera House and Harbour Bridge located on Port Jackson Port Jackson is the natural harbour of Sydney, Australia, also known as Sydney Harbour and is the largest natural harbour in the world. ... Fourth of July fireworks in San Diego, California New Years Day fireworks at Seaport Village, California Preparing fireworks at Sayn Castle 4th of July fireworks in Portland, Oregon Fireworks at Epcot Center, Florida, USA. See the Video. ... This article is about the womens bathing suit. ... Lara Bingle (born 1987, Cronulla, New South Wales) is an Australian model who is best known for appearing on Fingal Spit in the controversial 2006 Tourism Australia advertising campaign So where the bloody hell are you?, where she delivers this final line in the television commercial. ... Fingal Bay is a small semi-circular bay immediately south of Port Stephens in New South Wales, Australia. ...

The campaign has received massive press coverage, and British prime minister Tony Blair even joked "Where the bloody hell am I?" when speaking to the Australian Parliament. However, despite the press coverage, the campaign appears to be failing to attract tourists to Australia, with figures released in December 2006 showing a fall in tourists visiting Australia in markets where the campaign was run.^{[citation needed]} For other people of the same name, see Tony Blair (disambiguation) Anthony Charles Lynton Blair (born May 6, 1953)[1] is the Prime Minister of the United Kingdom, First Lord of the Treasury, Minister for the Civil Service, Leader of the Labour Party, and Member of Parliament for the constituency... Type Bicameral Houses House of Representatives Senate Speaker of the House of Representatives David Hawker, Liberal Party since 16 November 2004 President of the Senate Alan Ferguson, Liberal Party since 14 August 2007 Members 226 (150 Representatives, 76 Senators) Political groups Liberal Party ALP National Party Country Liberal Party Greens...

Controversy

The advertising campaign caused controversy in March 2006 when it was banned by the Broadcast Advertising Clearance Centre in the United Kingdom, which would not allow the word "bloody" to be used in television versions of the commercial. Following lobbying by Tourism Australia, including a visit to the UK by Australia's tourism minister Fran Bailey and Lara Bingle, the ban was subsequently lifted, although a 9pm "watershed" was imposed on television commercials in May. The Broadcast Advertising Clearance Centre (BACC) is a quango which pre-approves most British television advertising. ... Bloody is the adjectival form of blood but may also be used as a swear word or expletive attributive (intensifier) in Britain, Ireland, Canada, South East Asia, Australia, New Zealand, and Sri Lanka. ... Hon Fran Bailey Frances Esther Bailey (born 21 May 1946), Australian politician, has been a Liberal member of the Australian House of Representatives since 1990, representing the electorate of McEwen in Victoria. ... Watershed is a term used in the United Kingdom (as well as Canada) to describe a time in television schedules beyond which it is permissible to show television programmes which have adult content. It is known in the US as Safe Harbor. Adult content can be generally defined as having...

In March 2007, however, the Advertising Standards Authority in the UK ordered the removal of roadside billboards bearing the slogan. The ASA stated that they had received 32 complaints about the advertising, and warned Tourism Australia to refrain from using swear words in future billboards. Tourism minister Fran Bailey responded: The Advertising Standards Authority (ASA) is the independent British self regulatory organisation (SRO) of the advertising industry. ...

"What an absolutely, incredibly ludicrous stance and a greater example of double standards you'd never find. Everyone is shaking their heads, especially as it's in a country where they allow the FCUK billboards... - FBC reppin 2315 I mean what is it about our campaign that they find offensive? I just don't understand it."^[1] For other uses, see The French Connection. ...

The advertisement has also been banned by regulators in Canada, owing to the implication of "unbranded alcohol consumption" by the opening line, "We've bought you a beer". There was also some concern in Canada at the word 'hell' being used as an expletive. It has been allowed to run with no adverse regulator action in several other countries such as the United States and New Zealand (although New Zealand operates upon complaints rather than banning advertisements before airing). This article is about the theological or philosophical afterlife. ...

In Singapore, the advertisement campaign is presented as "So Where Are You?", with the words "bloody hell" removed.

Parodies and influences

Australian comedy writer Dan Ilic produced and released a parody of the ad towards the end of March 2006. The parody uses the structure of the Tourism Australia ad to make satirical reference to various current political controversies that might be of concern to potential tourists (eg. "We got you some free accommodation" over shots of the Villawood Immigration Detention Centre). The parody was the subject of controversy in its own right when Ilic removed the ad from his company's web-site because Tourism Australia's lawyers had threatened legal action claiming the music "was infringing their copyright." According to Ilic, however, Downwind Media "commissioned [their] own song that is different in tune and tempo." As of 28 March 2006 four "new special edition versions" of the parody were made available for download. Villawood Immigration Detention Centre (IDC) is an Australian immigration detention facility located in the suburb of Villawood in Sydney, Australia. ... is the 87th day of the year (88th in leap years) in the Gregorian calendar. ... Year 2006 (MMVI) was a common year starting on Sunday of the Gregorian calendar. ...

The Chaser's War on Everything released a similar version with the slogan "So get your fucking arse over here!" to parody a perceived Australian propensity for common vulgarity, and later took to the streets to see what tourists thought of similar campaigns which made extensive use of swearing. The Chasers War on Everything is a satirical television comedy series broadcast on ABC TV in Australia. ...

In New Zealand, the TVNZ series Facelift parodied Australia's treatment of asylum seekers ("we've kicked out all the dirty towelheads") and Aborigines ("we've sent the cops up north to steal their grog and porn mags") ending with the question "so if you're not a wog or a chink or some other dirty towelhead, where the bloody hell are you?" The Coromandel region, also released a parody with the words, "We're bloody well in the Coromandel." Current TVNZ logo Television New Zealand (TVNZ) is the main broadcaster of television in New Zealand, established in 1980 through the merger of Television One and TV2 (formerly South Pacific Television). ... Facelift is a 1/2 hour multi-visual, topical comedy show produced for New Zealands TV One, by the Gibson Group. ... Location of Coromandel Peninsula A true-colour image showing Auckland city (left), the Hauraki Gulf (centre) and the Coromandel Peninsula (right). ...

Australian Financial Review columnist Peter Ruehl speculated how effective an advertising campaign promoting the United States would be if Australians were cajolled to get their 'cracker butts' over stateside. The Australian Financial Review is the leading business newspaper in Australia. ... // For other uses, see Cracker. ... This article or section does not cite its references or sources. ...

Australian Internet Supplier iiNet has an advertisement for its ADSL2+ service, asking "So where the bloodii hell are you?"[1] iiNet Limited (ASX: IIN) is Australias third-largest ISP (2005/2006). ... TU G.992. ...

At the 2006 Melbourne Comedy Gala, and on his 2007 Australian tour, American comedian Arj Barker replied to the ad, saying, "Whoa! Take it easy Australia! I never even said I was going there man... Australia, have you been drinking? It's eleven in the morning!" Arj Barker (born April 18, 1974) is an American stand-up comedian from San Anselmo, California. ...

Ashes version

An advertisement was produced to promote the Nine Network's television coverage of the 2006-07 Ashes series, in the style of this ad but on a cricketing theme (eg 'We've rolled the ground, we've put in the stumps'). The next sentence parodied the beer quote from the original ad but this time referencing the supposed English predilection for warm beer ("we've warmed up the beer"), then "we've hidden the sunscreen, and we've brought you some soap", and finally the Australian captain descending the steps of a cricket ground stating "And we've been waiting all year" (ie to get the Ashes back). The Nine Network, or Channel Nine, is an Australian television network based in Willoughby, a suburb on the North Shore of Sydney. ... Teams Australia England Captains Ricky Ponting Andrew Flintoff Most Runs Ricky Ponting (576) Michael Hussey (458) Matthew Hayden (413) Kevin Pietersen (490) Paul Collingwood (433) Ian Bell (331) Most Wickets Stuart Clark (26) Shane Warne (23) Glenn McGrath (21) Matthew Hoggard (13) Andrew Flintoff (11) Monty Panesar (10) The 2006... English beer has a long history, and is quite distinct traditions from most other beer brewing countries. ... Ricky Thomas Ponting (born December 19, 1974, in Launceston, Tasmania) is an Australian cricketer and current captain of the Australia national cricket team (for both One-Day International and Test cricket). ...

This ad also culminates in a bikini-clad Bingle asking "So where the bloody hell are you?" - this time addressed to the English team and supporters, with Lara on the centre cricket pitch at the Sydney Cricket Ground, holding a cricket bat and wearing nothing but a green and gold bikini (based on the design of the one day International uniforms of the Australian cricket team), white shoes, and leg pads. A coda is then provided by Richie Benaud saying "Marvellous".^{[2] [3]} Cricket pitch (not to scale) A wicket consists of three stumps that are placed into the ground, and topped with two bails. ... The Sydney Cricket Ground (SCG) (, ) is a cricket stadium in Sydney. ... A cricket bat is used by batsmen in the sport of cricket. ... The Kangaroos team jersey. ... The Australian cricket team is the national cricket team of the Commonwealth of Australia. ... In cricket a wide range of equipment is required. ... Richard Richie Benaud OBE (born October 6, 1930 in Penrith, New South Wales) is a former Australian cricketer. ...

After success by the England team early in the second test that year, one Australian paper ran the front-page headline "Australia - where the bloody hell are you?", in reference to this advert. Teams Australia England Captains Ricky Ponting Andrew Flintoff Most Runs Ricky Ponting (576) Michael Hussey (458) Matthew Hayden (413) Kevin Pietersen (490) Paul Collingwood (433) Ian Bell (331) Most Wickets Stuart Clark (26) Shane Warne (23) Glenn McGrath (21) Matthew Hoggard (13) Andrew Flintoff (11) Monty Panesar (10) The 2006...

Effectiveness of the campaign

On December 6, 2006, News Limited newspapers around Australia drew attention to the campaign's shortcomings. The $A180 million campaign had hoped to attract visitors to Australian from Japan, Germany and the United Kingdom, but tourist figures show that during October 2006 the number of Japanese tourists visiting Australia fell by 5.7% in comparison with the same period in 2005. German tourists were down 4.7% and UK visitors dropped 2.3%, although there was a slight increase in tourists from the United States and the People's Republic of China. Critics argue that the expensive campaign has failed to deliver the promised increase in tourist numbers, with opposition tourism spokesperson Martin Ferguson saying "We've been told it was a huge success and generated all these hits on a website but the latest tourism figures show the numbers are down."[2] News Limited was the principal holding for the business interests of Rupert Murdoch until the formation of News Corporation in 1979. ... Martin Ferguson Martin John Ferguson, AM (born 12 December 1953), Australian politician, has been an Australian Labor Party member of the Australian House of Representatives since March 1996, representing the Division of Batman, Victoria. ...

In March 2007, however, The Age newspaper credited the ad with a $1.8 billion increase in tourism spending, and Tourism Australia stated that the primary goal of the campaign was to attract higher-spending, longer-staying visitors, not just to increase tourist numbers.^[4] This article does not cite any references or sources. ...

References

1. ^ Brit ban on 'bloody' ad 'incredibly ludicrous', The Sydney Morning Herald, 28 March 2007.
2. ^ McClure, Geoff. "Bloody hell — now a Lara ad for the Ashes", The Age, November 16, 2006. 
3. ^ The ad, on YouTube
4. ^ Bingle ad rakes in extra $1.8 billion, The Age, March 9, 2007.

• Australian advert banned on UK TV — BBC News article
• "Where the f****** hell are you?" — AdNews (Subscriber only)
• "Tourism spoof not bloody funny" — Sydney Morning Herald
• "What did we get for $180m?"— [news.com.au]

This article or section does not cite its references or sources. ... is the 87th day of the year (88th in leap years) in the Gregorian calendar. ... Year 2007 (MMVII) is the current year, a common year starting on Monday of the Gregorian calendar and the AD/CE era in the 21st century. ... is the 320th day of the year (321st in leap years) in the Gregorian calendar. ... Year 2006 (MMVI) was a common year starting on Sunday of the Gregorian calendar. ... This article does not cite any references or sources. ... is the 68th day of the year (69th in leap years) in the Gregorian calendar. ... Year 2007 (MMVII) is the current year, a common year starting on Monday of the Gregorian calendar and the AD/CE era in the 21st century. ... BBC News is the department within the BBC responsible for the corporations news-gathering and production of news programmes on BBC television, radio and online. ... ...

See also

• Shrimp on the barbie - another often-quoted Australian tourism slogan

Shrimp on the barbie is an often-quoted phrase that originated in a series of television commercials by the Australian Tourism Commission starring Paul Hogan from 1986. ...

External links

• Campaign website (including the full uncensored advert)
• Downwind media website
• Where the Bloody Hell Are You? reviewed at Duncans TV