SENSUAL, gritty and compelling, the South Australian Tourism Commission’s latest TV commercial offers a new take on our most famous wine region. With a dramatic soundtrack by Nick Cave and barely a vine in sight, the visually stunning commercial contrasts extreme close-ups of beautiful food with gritty images of the Barossa dirt, the flames of the traditional cooper’s craft, and other hints at history and mystery.

The ad, with its tag line “Barossa. Be Consumed.”, is definitely arresting and arty, but will it work?

Tourism Minister Leon Bignell says the $6 million campaign – that figure includes the cost of production and the ad spend – will air in prime time on interstate television from June 2.

The commercial will be supported by an integrated digital and print media campaign.

The main goal, he says, is to grab attention.

“It’s an ad like we haven’t seen before for a wine region,” Bignell told Indaily.

“I think this ad will really cut through in that eastern states market. It will spark discussion about the Barossa, which is good.”

He said it was a “great touch” that the ad featured a number of Barossa locals.

Bignell said the tourism commission’s last pitch to interstate tourists – a similarly arty commercial featuring Kangaroo Island – had resulted in a 13 per cent increase in overnight stays on the island.

He also had anecdotal evidence that it had also boosted visitor numbers in other tourism regions – a hope he holds for the new Barossa commercial.

“This isn’t just about the Barossa – it’s about all our food and wine regions.”

He said if the commission made an ad for each of the state’s tourism regions – and then bought the ad space – it would dilute the message.

Tourism Barossa chairman Chris Pfeiffer said the ad showcased “another side” to the wine region.

“The famous Barossa wines are known across the world, but the range of quality food producers and restaurants is now quite outstanding,” Pfeiffer said.

The ad is directed by Jeff Darling, who also created the Kangaroo Island commercial.