Tourism Victoria's long-awaited $7.3 million Daylesford advertising campaign was launched last Thursday and, by Friday afternoon, letters were coming thick and fast about what a wonderful boost it will provide to the town and surrounds.

If one was sceptical - okay, if one was me - you would almost think there was a secondary positive spin campaign underway.

What a silly thought. Oh, hang on, what's this letter that was sent Thursday night - before all the other letter writers got tapping away on their emails.

It's from The Chocolate Mill's Chris Weippert who has just arrived home from the launch and is ``outraged'' by a number of issues including the depiction of locals as ``peasants, simple country folk and miserable''.

Chris has also sent his letter to many people, who have forwarded it to others, some who are very unhappy with his take on the campaign.

Mmmmm.

I missed the launch myself, you know, busy jetsetting to Queensland and Japan.

(Both were fantastic. Queensland - beautiful one day, perfect the next. Japan - typhoon one day, earthquake the next.)

But I have seen the advert and I am a little bewildered.

Yes, it has lovely images and a Hollywood starlet, but what's with the slave song and the religious connotations?

And who are the workers in the field picking blackberries and just where is that mineral water pump in the forest?

Finally, why is Isabel Lucas getting it off with a waiter and, most disturbing after recent events, why are they doing it late at night submerged in Lake Daylesford?

I do hope it translates into business for businesses - but as someone just shy of being a Baby Boomer, it sure don't float my boat.