A still from SA Tourism's latest ad campaign.
A still from SA Tourism's latest ad campaign. (Image: YouTube)

A new SA Tourism ad has riled up at least half of the state, which, outwardly, was the body’s intention.

For most of the 30 second ad, all we see is “Old Mate”; an old man in a nice fancy suit, wistfully experiencing some of South Australia’s many renowned tourism hotspots. A jetty, a vineyard, a park; the "Festival State" has truly got it all!

Then Old Mate climbs Adelaide Oval -- without a guide or group, because he’s lonely, see? -- and starts crying. Suddenly, something’s up. For a split second, it seems like he’s just crying at the majesty of the view, but a voice-over soon explains it's much more than that: