Reverse product placement

The Baz Luhrmann campaign for Tourism Australia has been generating plenty of discussion.

What I find interesting about the ads is the way they're tied into Lurhmann's soon to be released film Australia.

It's almost product placement in reverse.

Rather than squeezing a product into a film, Luhrmann has used his film as the basis for an ad campaign.

Innovative. That's for sure.

Unless the movie tanks of course.

Although given his box office track record I doubt that it will.

Of course when it comes to product placement I prefer the ironic up front honesty of Wayne & Garth.

Apologies for the elongated pic in the video.