• by Amy Corr  @MediaPostOTL, April 30, 2014

I thought this 1:45 video was a music video, not a tourism campaign for the South Australian Tourism commission. "Breathe" promotes the Adelaide region, although the most I can gather is that the Adelaide region is known for its wine country, museums, football stadiums and mountain views. The video features singer Emma Louise, singing a haunting rendition of INXS' "Never Tear Us Apart" throughout the video, but she also has an astronaut alter ego, and that's where the video loses me. Great singer, great song, but too much astronaut and not enough info on the Adelaide region, which I'd like to think is important in a tourism ad campaign. Watch it here. KWP! Advertising created the campaign, directed by Jeffrey Darling from Moth Projects.