The slogan ‘Everyone must go!’ is being rubbished, but is it really that bad? Hong Kong and Vilnius have much stronger claims to this shameful title ...

Having worked in the advertising industry for a while, I can tell you that creating a great ad is a lot more difficult than skewering a bad ad. That’s partly why I left a full-time gig in adland to focus on writing. Although the bigger reason, if I’m honest, is that I wrote a column saying I was going to quit my stupid advertising job before actually quitting, and my boss saw it and reacted as you might expect.

But my poor life choices are not the point; the point here is other people’s poor choices, namely those of some marketers in New Zealand. You see, the people at Tourism New Zealand are facing international ridicule for a new advertising campaign – with the tagline “Everyone must go!” – designed to entice Australians to visit.