From Tourism to Beer

Paul Hogan, the Australian comedian who taught Americans to say “G’day” in a series of television advertisements to promote tourism in his country, this week will begin appearing in a series of Foster’s Lager ads to persuade Americans to drink Australia’s most popular beer.

(He was in Los Angeles last week to kick off the ad campaign, and while he was there, Mayor Tom Bradley’s office seized the opportunity to declare last Wednesday “Paul Hogan Day” in the city.)

The commercials, which are being launched in Southern California, are aimed at lifting Foster’s share of the imported beer market in the United States. Made by Carlton & United Breweries, Foster’s is Australia’s No. 1 selling beer and is sold in 80 countries, according to the beer’s U.S. importer, All Brand Importers of New York.

Hogan will appear in three television commercials. One shows him fishing, using a baseball bat to land the big one; a second spot shows Hogan joking about the American beach pastime of playing Frisbee, and the third spot shows him regaling bar patrons with tall tales about Australian shark wrestling.