"AUT in the Wild": Austria Parodies Survival TV to Sell the Comfort of Nature

Jul. 29, 2025

The Austrian National Tourism Office (Österreich Werbung) is tapping into the global obsession with survival shows — but with a uniquely Austrian twist. Developed in collaboration with creative agency Wien Nord Serviceplan, AUT in the Wild is a playful parody of extreme survival formats — already reaching 3 million views on TikTok.

The campaign follows "Hiker Harry," a charming and slightly over-the-top host, as he guides viewers through the “wild” landscapes of Austria — from flying fox adventures to ice-cold dips in alpine lakes. But instead of fighting for survival, Harry discovers that Austria’s wilderness is more about revitalizing hikes, panoramic trails, and glamping than life-or-death drama. A bush knife turns into a bread knife for an alpine snack, and building a shelter becomes a lesson in luxury camping.

Creative Directors Axel Spendlingwimmer and Michael Maier commented:

"A survival show with a truckload of Austrian humor — that’s basically what AUT in the Wild is all about. With Hiker Harry, we aimed to bring out the specific quirkiness that the original survival gurus have — think Steve Irwin or Bear Grylls but with a rough and organic feel, so it fits into people’s feeds without looking like a high-end production. Our survival tips probably won’t get you home — but they’ll hopefully bring a smile to your face.”

 

The series is designed to resonate with a younger, wellness-conscious audience who value nature but don’t want to compromise on comfort. With 50,000 kilometers of hiking trails across the country, Austria offers immersive experiences year-round — with breathtaking views, safe routes, and authentic encounters with locals.

Astrid Steharnig-Staudinger, CEO of the Austrian National Tourism Office said:

"With AUT in the Wild, we’re showcasing Austria as a stage for extraordinary adventures – perfectly in tune with the spirit of the times. The humorous content is designed to appeal to a younger, experience-driven audience, while deliberately steering clear of overused hiking clichés."