Latest iconic ad slams ‘un-Australian’ term

author
2 minutes, 22 seconds Read

The latest ad for Australian lamb has taken aim at a term that’s become very familiar to many Australians in the past decade.

From boasting, to eating a meat pie with a knife and fork, to charging extra for tomato sauce, the ad has turned the term “Un-Australian” on its head.

The ad features an Australia where regular people can be banished for offences such as switching off the test cricket or not knowing the second verse to Khe Sanh.

Australian Lamb says its latest ad is here to challenge the term “Un-Australian”. Picture: Australian LambAustralian Lamb says its latest ad is here to challenge the term “Un-Australian”. Picture: Australian LambThose who are accused are sent to the "cultural exile" of Un-Australia. Picture: Australian LambThose who are accused are sent to the “cultural exile” of Un-Australia. Picture: Australian Lamb

“Lambassador” Sam Kekovich then appears in a cloud of smoke alongside some fresh lamb to argue that the “Un-Australian” accusations have gone too far.

Suddenly, everyone wants a chance to go to the “exile barbecue” where everyone who’s been accused of being “Un-Australian” is seen enjoying a lamb chop or kebab.

“Looks like we’re all a bit Un-Australian. Guess that’s what makes us Australian,” the ad then says.

Suddenly everyone wants to become “Un-Australian”. Picture: Australian LambSuddenly everyone wants to become “Un-Australian”. Picture: Australian LambLambassador Sam Kekovich appears to say that the use of the term has gone too far. Picture: Australian LambLambassador Sam Kekovich appears to say that the use of the term has gone too far. Picture: Australian LambThe ad ends with everyone being united over their differences and a lamb barbecue. Picture: Australian LambThe ad ends with everyone being united over their differences and a lamb barbecue. Picture: Australian Lamb

All the exiles then go on to celebrate bludging, alcohol-free beer, or whatever else they’ve done that makes them “Un-Australian”.

The creators of the ad, Meat and Livestock Australia (MLA), hoped that it would be a “tongue in cheek” way to reunite Aussies.

“The use of ‘Un-Australian’ has got out of control, everything from how you eat your pie to having a wedding on Grand Final day is on the chopping block,” Domestic Market Manager Graeme Yardy said.

The ad has become a beloved annual tradition. Picture: Australian LambThe ad has become a beloved annual tradition. Picture: Australian Lamb

“Chances are you’ll be viewed as “Un-Australian” by someone! What makes Australia great is that we celebrate our differences.”

Many people have gotten sick of hearing the word “Un-Australian” according to research the brand undertook as a part of creating its latest annual instalment.

A poll conducted by YouGov for MLA found that more than half (53 per cent) of Aussies think that the term has become overused.

That‘s despite almost half (45 per cent) having been called out for an “Un-Australian” act and 52 per cent using the term themselves.

Some of the most “Un-Australian” acts include not knowing who Shane Warne is (47 per cent), having a wedding on Grand Final Day (44 per cent) and supporting New Zealand over any other team (39 per cent).

Similar Posts