Most of Queensland may be under water but you would expect Australians to keep punching and indeed they are with a massive campaign in the US to attract visitors and investment.
This ties in with a forthcoming four part Oprah Winfrey series on Australia as well as coverage of the disastrous floods on the show. Oprah now has her very own TV network of course.
Tourism to Australia has been hammered by the floods and, longer term, the strength of the Australian dollar as the mining-driven Australian economy has escaped the recession.
Let’s hope the advertising part of the campaign includes this typically understated effort from DDB Sydney.