WATCH: Is this the most 'depressing' and 'offensive' ad on TV - or is it really clever?
The commercial spot promoting Adelaide's charms earns a divided response
It’s the grim TV ad that people either find clever or shocking; an elderly man, Dave, visiting Adelaide from interstate, is seen crying as he apparently realises he’s wasted his life elsewhere while vibrant and exciting Adelaide has gone on without him all this time.
Intended as a cheeky commentary on people who miss out on what Adelaide has to offer because they cling to outdated or second hand perceptions it’s a boring place not worth a visit, the advert has had a scathing response from some, who see it as ageist and depressing.
WATCH: Is this the most bleak advert on TV, or is it just really clever?
Featuring one scene in which the lonely old man breaks down in tears as he completes a climb at Adelaide Oval, it’s far from the uncomplicated, sunny adverts we usually see promoting holiday destinations.
‘Don't feel sorry for old mate. It's his own damn fault he didn't visit Adelaide sooner,’ says the clearly cheeky voiceover.
While obviously intended as an edgy joke, the commercial hasn’t had the intended reaction from some viewers, who have labelled it as ‘deeply troubling’, ‘sad’ and ‘horrible’ since it hit TV screens.
‘This is the most ridiculous ad I've ever seen,’ seethed one poster. ‘Flat out embarrassing. It is wrong on many levels, most of all ageist. Suggest you bin it, your agency & start again.’
'While there are lots of positives around Adelaide, there are still some dated misconceptions and perceptions around churches and it being quiet or boring,’ he explained.
‘Much of this perception though is based on dated knowledge — people haven't been for a while, or are hearing third-hand from others.
‘We therefore designed a series of ads based around these insights. The first simply says one thing. Don't put off your trip to Adelaide till your later years — do it now.’
The spot, which was produced by a Melbourne agency, is also causing some upset in the City of Churches – where perceived slights from the eastern states and rivalry with Victoria can sometimes be taken extremely seriously.
‘I love SA but mortified at this advertisement,’ wrote one poster.
Added another: ‘This is what happens when they commission a Victorian company to make the ad.’
Whether you love or hate the ad, one thing is for sure – it has people talking. But we don't need any further encouragement to visit - we love Adelaide!