Reactions pour in for new Croatian tourism spot featuring John Malkovich

A new promotional film for Croatian tourism, titled "CROATIA - I hear it's beautiful," has premiered, featuring Hollywood actor John Malkovich. The film debuted at an event in Alexandria coinciding with the 2026 FIFA World Cup, organized in collaboration with the Croatian Football Federation.

Malkovich, who has Croatian roots, plays a fictionalized version of himself, a world-famous but cynical actor tasked with filming a commercial in a country he claims to know nothing about. The video, directed by Emmy Award winner Pete Radovich, also of Croatian descent, departs from traditional tourism advertisements. Instead of idealized scenery, it uses a witty meta-narrative where Malkovich constantly grumbles and complains, calling the project a "catastrophic cinematic failure."

Throughout the spot, Malkovich is accompanied by a local agent who guides him through stunning locations like Dubrovnik, Kornati, Krka National Park, and the Pula Arena. To every attempt to highlight Croatia's beauty, Malkovich responds with sarcasm or questions like, "Why would anyone do this?"

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Not bad. Not bad at all.

However, as the journey progresses, his resistance gradually fades, influenced by the spectacular landscapes, rich cuisine, and relaxed atmosphere. The film's humorous tone, playing on Malkovich's perceived persona as a grumpy intellectual, culminates in a scene where two locals recognize him as "that Hollywood actor." His eventual admission, while observing a sunset, is characteristically understated: "Not bad. Not bad at all."

The authenticity and self-deprecating humor have resonated strongly with audiences. Reactions to the video, posted on the Croatia Full Of Life tourism channel, have been overwhelmingly positive. Comments praise the creativity and departure from conventional tourism ads, with one user calling it "brutally good" and another humorously noting Malkovich "complains about everything like a true Croat."

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Malkovich complains about everything like a true Croat.