Hard as it may be to believe, and even though the ceremony isn’t until the end of the month, the 2019 Logie Awards are already being handed out, and the first cab off the rank has gone to, get this, Chris Hemsworth and Danny McBride. Why? Because they were involved in a TV ad. Stay with us on this one.
Turns out this year’s Logie Awards has debuted a brand new category in the form of Most Popular Television Commercial. Which seems about right given the the world we live in nowadays and *gestures vaguely at the various ad banners in and around this article* all that.
The award category was spearheaded by Bauer Media, who happens to publish TV Week, and was thrown open to any ad that aired on Australian TV between January 1st and December 31st 2018.
This morning, Bauer unveiled the winner: The infamous Dundee ad campaign ran by Tourism Australia last year that featured McBride as a modern day Crocodile Dundee descendent, and Hemsworth as his Australian tour guide.
The 60-second commercial, put together by ad agencies UM and Droga5, initially aired in the US during the Super Bowl in February 2018 before making its way out here to local screens.
The ad campaign was reportedly Tourism Australia’s largest assault on US media markets since the iconic Paul Hogan-lead Come Say G’day campaign that ran just over 30 years ago.
While largely aimed at an American audience, the ad campaign was aired locally for a time, which makes it eligible for the Logie Award under the new category.
So there you have it: Chris Hemsworth, Danny McBride, Logie Award winners.
For an ad.
The rest of the 2019 Logie Awards will be dished out at the annual ceremony, which goes down on June 30th from the The Star on the Gold Coast.