Here is an image from the new campaign by the Australia Government seeking visitors from other countries to Australia and the campaign has generated a degree of controversy world wide. You can view the television ad here

England banned it because they didn't like the word "bloody" and now Canada is banning it because they don't like the word "hell". Apparently you can say the "hell" in front of the children. Who can guess what America will find offensive about it? Hopefully something, all this controversy is better publicity than the advert itself.

The advert, of course, highlights a cultural gap between Australia and the rest of the English speaking world because there are few Australias that would think anything of it. It is a common expression in the context within which it is used in the advert.