South Australia's new tourism campaign has been labelled “ageist”, “grim” and “horrible” by people on social media.
The SA Tourism Commission's latest ad, which was released over the weekend, features an elderly man on his first trip to Adelaide, visiting beaches and wineries.
He later climbs to the top of Adelaide Oval and begins crying before the ad’s voiceover proclaims: “don't feel sorry for old mate. It's his own damn fault he didn't visit Adelaide sooner."
The ad was quickly panned on social media, with many saying it sends the wrong message about the city.
The SA Tourism Commission has defended the ad.
Marketing executive director Brent Hill said the ad was designed to target young people.
"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 said in a statement.
"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."
