I don't know which band of coke-fuelled marketing gurus came up with this replacement for the charmingly desperate and sad "Where the bloody hell are you?" campaign that gave us tabloid darling Lara Bingle but it hasn't done this country, Tourism Australia and marketing doofuses any credit at all.
If for no other reason than half decent writing - surely it should be "there's nowhere else like it" - this slogan just begs mockery. Why on Earth would you put a negative word in the same phrase as the product name and no other words that cast a positive light on it. Even "you can't beat the feeling" has "feeling" in it.
Dropping "else" in there immediately invites you to think about other places - which, whether we like it or not, actually do have most of the cool things that we have here - particularly if we are focusing on nature. (Of course we have very nice nature and great diversity but there are still beaches, mountains, rivers, forests etc elsewhere, despite what the slogan might have you believe)
Fortunately, we do have a proud tradition of pisstaking, which makes me proud to see the response version of the ad campaign up and firing so quickly. (In fairness, credit should go to Tourism Australia for not setting the lawyers on these guys for parodying their IP - that part at least is classy)
These are some of my personal faves so far.
