Tourism Australia has opted for Disney-esque cuteness (although some might say schmaltz) for its huge new tourism push as the country aims to get overseas visitors back for the first time following the easing of Covid travel restrictions. 

The ad, the biggest for Australia for six years, features Australian actor Rose Byrne ("Bridesmaids") voicing a CGI kangaroo named Ruby who befriends a toy unicorn, voiced by the American comic actor Will Arnett. The spot sees Ruby take the unicorn, a "symbolic representation of an international traveler," on a whirlwind tour of some of Australia's best known sights, such as the Sydney Opera House and Ayers Rock.

The spot was created by M&C Saatchi Sydney and directed by Michael Gracey ("The Greatest Showman") via Finch. It features a new cover of the classic Aussie song "Down Under" produced in collaboration with Men At Work’s Colin Hay for the campaign and sung by Australian band King Stingray, who sing in both English and Yolŋu Matha, an Indigenous language.

As well as the TV ad, Ruby the Kangaroo will also appear in print, social and digital creative elements, including 3D billboards and out-of-home placements.

According to Tourism Australia’s Chief Marketing Officer Susan Coghill, the character is "both a joyful way to showcase the warm and welcoming nature of Australia, and to instantly connect with international audiences," with research showing that the kangaroo is Australia’s most recognisable icon and a clear representation of the country. “The use of an animated character, such as Ruby, was a deliberate move that aims to cut through the clutter of destination marketing internationally. Ruby is a versatile fluent brand device that can live across all platforms and channels,” she said in a statement.

The casting of Byrne follows in the tradition of big name celebrities promoting Australian Tourism, following in the footseps of Paul Hogan, Chris Hemsworth and others.