Tourism Australia ads are often polarising of industry opinions but as Mark Ritson so eloquently points out: who gives a f*** about what the industry thinks. The only opinions that matter are those of the target audience. It is marketing 101 and yet we struggle to get past allowing our personal opinions to be the judge of how good an ad is. This is (as always) a great read and a timely reminder of what really matters when it comes to appraising creative work - did it work? As it happens I love this campaign and hope it gets many more iterations that cover some of the other phenomenal experiences tourists can have in our wonderful country. Read Ritson's views of the reviews here.