The ads are aimed at a tourism market and this one does an excellent job of it. Food and wine tourism is a big part of tourism and especially the better heeled market.

It is not meant to be all encompassing.

I saw a page from the Australian or some other newspaper critical of the ad as not being relevant to the average Aussie and what they feel is Aussie food of a meat pie, fish and chips and a Sunday roast, instead of freshly caught lobsters.

Well it is simply not aimed at them at all. No one flies half way across the world to eat a diarrheaoic fatty meat pie. Fish and chips and the roast is associated with the UK.

Australia does have tremendous fresh and clean foods, meats and seafoods, and fresh and quality ingredients are key to making great cuisine. Ever taste wild fresh mushrooms vs farmed ones? Ten times the flavour.

One of the last tourism themes was the bimbo in bikini "Where the bloody heel are you?" campaign ... nuff said on that one ...

I love that video. I think it is great.