As one of America’s most anticipated annual affairs, the Super Bowl is a marketer’s dream. Understanding the influence the football game holds over the country, Tourism Australia decided to make their move in 2018 and pay for a prime chunk of real estate.

On average companies pay around $5 million for an advertising spot, with a 60-second commercial airing to an estimated 110 million people. It’s a price Tourism Australia deemed worth it, rolling out a faux Crocodile Dundee sequel featuring a line-up of some of Australia’s most famed exports (including Margot Robbie, Hugh Jackman and Russell Crowe) at this year’s game. Led by Chris Hemsworth – a Tourism Australia ambassador – the commercial is a part of an extended $36 million marketing campaign, which saw actor Danny McBride accompany as Mick Dundee’s long lost son.

Of course it’s not just Australian actors but iconic destinations that benefited from some screentime – including famed harbourside venue Quay. There Hemsworth and McBride were joined by original Crocodile Dundee Paul Hogan for a scene that Quay owner John Fink jumped at the chance to be a part of. “The Fink Group and the Fink family’s stable of restaurants have an ongoing partnership with Tourism Australia which has spanned many incredible global projects over the last four years including Invite the World to Dinner and World’s 50 Best both in New York and Melbourne. For Quay to be the feature restaurant in their biggest campaign in the US to date is a huge honour,” Fink says of the group’s involvement.

“Once we heard the concept, it was a no-brainer. It’s fun, engaging and completely Australian. Yes, we have world-class beaches, wildlife, and food and wine; but Australia is also about the people and their appetite for enjoying life. Tourism Australia did a cracking good job capturing this. This Dundee reboot will remind the world why there has never been a better time for people to come down to Australia. Hopefully it will translate to the same success as the original film.”

To be a part of the film, Quay had to go to extreme lengths when it comes to planning. “It was a top-secret shoot which meant we opened the doors to Quay at 3:30 am over two days,” explains Fink. “We operated on skeleton staff to keep it under wraps. There were lots of site visits and details to nut out, but it was to ensure the shoot went well, and it was well worth the effort.”

Two dishes were served on the shoot, one to each of the main stars Danny McBride and Chris Hemsworth. “We served two uniquely Australian ingredients – Danny enjoyed our Arkady lamb with black garlic puree, barletta onions, nasturtium, occa, ice plant and Chris received our steamed Coral trout, southern squid, green almonds, sake,” says Fink. “We also served our hand shelled mud crab, pickled white turnip, kombu jelly, raw hispi cabbage stems. Everyone ate well!”