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MARKETING | ADVERTISING
Un-Australia — Australian Lamb
It’s a conversation fit for modern times. What defines a culture? What makes you an American? A Briton? An Australian? The makeup of a country is in a constant state of flux. Only nationalists and the far-right cling to a steadfast definition of a countryman’s identity.
And here comes a cheeky ad from Australian Lamb poking fun at what it means to certain people to be Australian. In two words, ‘that’s un-Australian’, the victim is sent to a ‘cultural wasteland’ to think about their choices in life. Everyone knows Australia is already a cultural wasteland (kidding Celtic Chameleon!).
This ad is brilliant.
These are polarising times and the term ‘Un-Australia’ has become a familiar cry to pit against anybody doing anything…well…un-Australian. Stuff like supporting the All Blacks (New Zealand rugby team), charging for tomato sauce, or not serving beer.
“The use of ‘Un-Australian’ has got out of control,” explains Meat & Livestock Australia’s domestic market manager Graeme Yardy, “everything from putting onions on your sausage sizzle to having a wedding on Grand Final day is on the chopping block. Chances are you’ll be viewed as ‘Un-Australian’ by someone!” Source Creative Review
