Since 2005, the annual Australia Day campaign for lamb has centred on the idea of unAustralianness. This year’s offering puts the whole idea on the grill.
Having spent well over a decade bemoaning the slide into un-Australian behaviour in its annual summer ad campaigns for lamb, Meat & Livestock Australia has now decided to put the very concept on the rack instead.
When someone asks the barmaid to turn up the volume on the TV and she accidentally changes channels – to one with subtitles,– it’s her turn. As she disappears, a punter complains that now he can’t get a drink. “This whole pub is un-Australian,” he says. “Oh f---” and the pub disappears. “Un-Australianism is everywhere,” he thundered in a style that was at once exaggerated and typical of the man. “Your long-haired, dole-bludging types are indulging their pierced taste buds in all manner of exotic, foreign and often vegetarian cuisine. Chicken-burger value meals, pizzas, a number 42 with rice: it’s an absolute disgrace. And people ask why we need capital punishment.”
In 2017, the campaign finally embraced the idea of Australia as a truly multicultural nation for the first time. That ad opens with a bunch of Indigenous people on the beach, having a barbecue; Indigenous actor, writer and activist Meyne Wyatt is among them. Soon a sailing ship heaves into view. It’s the Dutch. Then the Brits rock up, and the French, the Germans, the Italians, Serbs, Indians and more.
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