A new tourism campaign launched in Australia has gone viral, but perhaps for the wrong reasons.
The 'Go South with Your Mouth' campaign began appearing across social media early this week.
Despite the series of ads and promotional videos promoting South Australia, the official tourism authority for the state says the promotion has nothing to do with them.
"It's so not us," a spokesperson told ABC News.
A press release from the mysterious PR team who are behind the 'Go Down South' campaign said it was utilising "unused international marketing funding saved by not promoting South Australia abroad".
The campaign has been described as "multi-pronged" and is planned to run for six months.
While the posters and videos are covered in information about the region, there's one detail that's been left out, the date, April 1.
And that may be the explanation for the rather odd campaign.
In the promotional video a lust-filled voice takes viewers on an extra sensory journey.
"Your tongue yearns for a certain sensation. Your heart and soul flower through flavour. Your taste buds take you to a fond place, familiar and warm," the voiceover says.
"There's a time to breathe and feel the crisp air down here. There's a time to let our abundant delights burst in our mouth.
"There's a time to bask in Australian bush, native to our southern lands. There's a time to discover new zest for life, to explore our hidden delights.
"It's time to go down south with your mouth."
This is all coupled by the most erotic footage of fresh food and booze imaginable.
Several news organisations who originally covered the announcement as factual news have since retracted and deleted their stories, despite the campaign material being shared well before April 1.
The post on its own may have succeeded in fooling a few, but the video - which makes Fifty Shades of Gray sound G-rated - may have let the cat out of the bag on this occasion.