You can't say that!

According to some in the UK, the 2006 Melbourne Commonwealth Games are not getting a lot of press… Well perhaps British eyes will be turned on Australia now that the new Aussie tourism campaign slogan “Where the bloody hell are you?” has been banned from being spoken on British TV. Now let me say that I personally don’t think that the vast majority of British TV viewers would be offended by this, especially if the ads were shown after younger viewers (and some older viewers) were in bed. I seriously question whether the review board (the Broadcast Advertising Clearance Centre) knows that this is now the 21st century. This decision by the BACC has boldly underlined the general consensus of many Australians that the British are a bit prudish and reserved. The Australians seem to be quietly sniggering behind their hands at the way the Brits have reacted to what is deemed here as a non-offensive colloquialism; indeed the main concern the Australians had prior to the adverse reaction, was that the new campaign may make Australia look coarse and uncultured. Some Aussies seem to be under the misapprehension that foreigners see their country as a Mecca of sophistication, art and culture, which I am afraid to say is (like the BACC) way out of step with reality. The strongest and most recognizable face the country can promote in the way of an cultural identity for the tourist dollar, in my opinion, is the true and tested (albeit clichéd) rough, yet friendly, land of the ‘fair go’ and stoic understatement, with of course lots of iconic pictures of kangaroos , Sydney Harbour Bridge / Opera House and Uluru / Ayers Rock, all drenched in brilliant sunshine. That’s what the vast majority of tourists want when they come to Australia, and if they unexpectedly find culture and sophistication in the galleries, theatres and museums, then great.

The upshot is that the Aussies are in no way disappointed about the British decision to limit the broadcasting of the tourist campaign, in fact they are awaiting the influx of extra visitors who have now taken far more notice of the ad campaign than if it had been left alone by the censors; if you want something to be really popular - ban it!