The new Australia Day lamb ad is likely to be a conversation starter at barbecues on the day as increasingly lamb itself is likely to be on the menu. The ad is the latest creation of Meat and Livestock Australia, the marketing arm of Australian cattle, sheep and goat producers. From 2005 to 2016 their “lambassador” Sam Kekovich has been exorting Australians to eat more lamb on Australia Day. The former AFL player and Victorian media personality has been an inspired choice, in turns hectoring people to eat lamb while blasting vegan culture but usually getting away it with it thanks to his humorous deadpan tone.
The ads became increasingly sophisticated each year and in Kekovich’s final outing in 2016 “Operation Boomerang”, he joined SBS newsreader Lee Lin Chin and a gaggle of celebrities on a mission to save Australians abroad from going without lamb on Australia Day, an ad which was funny but with uncomfortable reminders of the police state Australia sometimes looks like. From an MLA marketing perspective, it was the most successful campaign yet with sales up a third in the weeks before and after Australia Day. The video was watched over 5.5 million times online and achieved over a thousand media mentions with an audience of 400 million. The MLA have upped the ante again in 2017 with less Kekovich, but more ambition, aiming for nothing less than a potted Australian history from the last 50,000 years. It is likely to beat last year for views and will probably also put more lamb on the table on Australia Day.
The ad starts with three Aboriginal people on the beach, the “first here” deciding to have a barbecue. The first visitors are the Dutch (who arrived in 1606) who bring cheese. Then the British arrive (in 1788), whose “We are the First Fleet” is answered by “Not quite, mate. They are very quickly followed by the French (also 1788) who also bring cheese. Next are the Germans (the first non British ship of colonists to arrive in 1848) who “bring their own” beer. This reminds them about ice and the scene moves to Antarctica where Mawson and Shackleton (1907-09) are packing ice for the party. Then come the Chinese (which is out of sequence as they first came in large numbers in the 1850s gold rushes) with explosives from Fyshwyck. Then come the Italians, Greeks and Serbians (including Kekovich in a cameo, the New Australians from after World War II). We are brought up to date by international hordes including an Indian asking Adam Gilchrist asking where the backyard is for cricket, a plug for “the neighbours” (New Zealand), and even the “boat people” before Malaysian-born chef Poh Ling Yeow asks “aren’t we all boat people?” And Australia’s multiculturalism is deemed complete with the “float people” from the Sydney Gay and Lesbian Mardi Gras. Gilchrist thanks the Aboriginal people for “having us” at a great spot for a barbie. “Best in the world,” they reply.
This is an ad with an endless amount of material to be deconstructed, something MLA are only keenly aware of. MLA group marketing manager Andrew Howie told the ABC they consulted Indigenous groups throughout the creative process. “The work that we create is never designed to be offensive, it’s not designed to cause offense to people,” Mr Howie said. “This year’s campaign is a celebration of Australia’s history. This year, and with the essence of the brand being very much around unity, we realised that this time of year there are cultural sensitivities for some groups within the Australian community.”
By “some groups” Howie means the Aboriginal people, the supposed stars of his ad, many of whom oppose the date January 26 as Australia Day as marking “invasion day”, when Britain first declared New South Wales a colony in 1788. For this reason there is no mention of Australia Day in the ad, but given the history of the ads it’s hard avoid the conclusion that it’s about promoting sales on Australia Day. Darumbal woman Amy McQuire picked up this point about using Aboriginal pain to promote the sales of lamb. “There’s Aboriginal people dying in custody, having their children taken away, suiciding … and that oppression stems from that original invasion”. For McQuire and others, Australia’s history is not a celebration.
If that was criticism from the left, there was also criticism from the right. Predictably Pauline Hanson saw the ad as fair game to put the boot in multiculturalism, especially as that was the path the MLA had flagged its campaigns were going last year. “It really is pretty sad, isn’t it?” Hanson said. She blamed “bloody idiots out there, ratbags” though the News Ltd article does not make it clear who Hanson thinks are the idiots and ratbats. But she did feel threatened by the ad. “It’s pretty sad when it’s basically shutting us down for being proud of who we are as Australian citizens.” Hanson was trying to construct an Australian “us” against a ratbag “them” out to destroy all that Australia Day stood for. It was a confusing message but then Australian history is confusing, given it has never been taught properly in Australian schools. Australia Day does not celebrate, as Hanson said it does, “the day we celebrate forming our nation, our federation, our government” (that would be January 1) and MLA are right to downplay its significance other than just a public holiday where people are more likely than usual to attend a barbecue.
The ad is amusing and should also be praised for highlighting indigenous voices even if it did – like most Australian history books until the last 50 years – gloss over the fact that one of those visitors (the British) ended up taking over the beach barbie. Indigenous writer Luke Pearson applauded the ad for its diversity and inclusion but said it would have been more accurate “if the meat the English gave to the Aboriginal people was poisoned with smallpox or strychnine”. Pearson acknowledged that would have distracted from the ad’s core purpose “getting people to confuse eating meat with being patriotic”. Still, it’s capable of having than one purpose and if despite its cultural stereotypes it leads to a more nuanced discussion of Australian history (Hanson notwithstanding), the MLA will have served Australia well.