Tasmanian tourism authorities have sought to capitalise on the controversy surrounding South Australia's "old mate" campaign, releasing their own tongue-in-cheek parody.
The video recently uploaded to social media shows a content elderly man enjoying life on a Tasmanian oyster farm, and was inspired by an SA Tourism Commission ad released earlier this month.
That ad features a solitary elderly man at a range of South Australian tourist spots, culminating with him climbing on the roof at Adelaide Oval.
The video literally ends in tears, with "old mate" breaking down into regretful weeping at the realisation he should have visited the state years earlier.
"Don't feel sorry for old mate. It's his own damn fault he didn't visit Adelaide sooner," the voiceover stated.
Seniors groups including the Council on the Ageing (COTA) accused it of resorting to dated stereotypes to depict a section of the population that should instead be considered a key target market.
A new ad released by Discover Tasmania has picked up that theme, showing a rival "old mate" on an oyster farm.
The new video ends with contentment, rather than despair.
"Don't feel sorry for old mate, he's been coming to Tassie for years," the video states, as the man swallows another oyster.
Tourism Tasmania chief marketing officer Emma Terry admitted the campaign was a gentle parody of South Australia's campaign.
"Given some of the recent attention the 'old mate' campaign has been attracting, we felt there was some room to be a little cheeky on social media — a channel which lends itself to some light hearted fun," she said.
"One of our own past campaigns has featured the imagery of our own 'old mate' taking part in a uniquely Tasmanian experience and clearly enjoying it.
"It's great to see the post generating some positive commentary about Tassie and our wonderful oysters."
Both ads are part of broader marketing strategies to spruik their respective states.
"It's never too late to visit Tasmania. And if you're like old mate, you've been visiting Tassie for years and still haven't seen it all," a promotional website states.
