When it was revealed that Tourism Australia was producing a big budget Superbowl spot to promote Down Under, Air New Zealand thought they'd be silly not to let North Americans know they could fly with them. Unfortunately they didn't have a Superbowl-sized budget, so with just 48 hours to kick off, they chose to promote their flight offering to a very particular audience - the losers. An online film let North Americans know that Aussies didn't know, or care, about anything American Football related, making Australia the perfect place to escape if your team had just lost the big game. Somewhere you could forget your woes, and not be reminded of them.