Adelaide Breathe

That’s the tagline of the newest advertisement spruiking South Australia to the world.

The SA Tourism Commission this morning launched an advertisement showcasing the state’s capital, set to a cover of INXS’ Never Tear Us Apart.

The edgy film clip follows the travels of an astronaut character through the city and nearby regions including McLaren Vale, Langhorne Creek and Pt Willunga.

Local residents will recognise flashes of landmarks including the Adelaide Oval, SA Health and Medical Research Centre, Art Gallery, city streets, churches and the Rundle Lantern.


ADELAIDE. Breathe.

However, viewers unfamiliar with the city are unlikely to realise it is Adelaide until the end of the clip.

“People want to go to places they see there’s some sort of sense of adventure, some sense of difference,” he said.

KWP! Advertising creative director James Rickard said the ad was about “embracing our creativity and celebrating our eccentricity”.

“Room to move, room to breathe … it really sets us apart from another city,” he said.

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