I'd usually wtite something glowing about a new Tourism Australia ad. But this latest offering left me bored - same old, same old. And Chris Hemsworth's voice doesn't fix the basic problem that this formula is just tired. It's time for a rethink TA.
When logic loses out to a text book, you're usually in trouble. If you're ever tempted to spew forth with something you think might sound impressive, just pause and see it through the lens of the real world.