Debate continues to rage about CHE’s “Hey Hey we’re in Qld” tourism campaign
Tourism Queensland’s follow-up to the “Best Job in the World” campaign that features four of the “Best Job in the World” candidates doing their own rendition of The Monkees’ TV show theme tune with the lyrics changed to “Hey, hey we’re in Queensland”, has sparked debate across not just the Queensland advertising industry,
but the state as a whole. Created by CHE Brisbane, the $5 million campaign has drawn some harsh criticism from the public with bloggers on news.com.au and The Cairns Post websites posting comments such as:
“An abomination. Hang your heads in shame TQ.” blogger Al wrote.
Reader Michael simply said: “How embarrassing.”
“And the Qld Govt paid a “creative” agency to produce this?” reader JayJ asked.
“Take an established ’60s song, change the lyrics and pitch it to 20-somethings… Hmm… Damn, I knew I should have done advertising at Uni,” JayJ wrote.
Meanwhile the predominantly anonymous comments on the Campaign Brief blog have proved even more scathing:
“Oh My God. That is just simply embarrassing. Reminds me of a Bing Lee or Harvey Norman ad. Cringe x a million +1!!!”
“Fuck me. Did all the copywriters and art directors in Brisbane just resign? Was this done by a 60 year old suit who is having a trip relapse??”
It’s not all bad news however. There are some staunch supporters of the campaign with ‘Peter O’R’ even posting on thUmbrella:
“Having seen the market segmentation research this is based on, I reckon the ads haved nailed it. Holidays are about fun and about connecting with friends and family. Thomas Huxley once said “I hear they are ridiculing me. Makes me think I must be right.” If the ridicule is a campaign run by the tabloid end of the News Limited press, it makes me think that the new campaign is probably right.”
State Premier, Anna Bligh, is also standing firm on her support of the campaign and even ex-Monkee member Micky Dolenz told The Sunday Mail he approved of the reworked jingle. “A great song is a great song anytime! It’s a great campaign . . . where’s my ticket?”, he said.
CHE Brisbane have declined to comment at this time.
“I feel sorry for the creatives who actually try and do good work in Brisbane. 3 Grand Prix’s then BANG. Back to square one.”