Scratchings and Scribbles

Happy Australia Day. Now there’s a bit of controversy as it also celebrates the day where the Aboriginals also lost their land to a bunch of strangers and by celebrating it, we’re reinforcing over 200 years of oppression. However, as a second generation Australian, I see it as a day where we as a nation celebrate our diverse character in this big brown land.

As we all take this public holiday to relax, get together with mates and revv up the BBQ, I wanted to reflect on the connection between advertising and our cultural identity over the last forty years. Lately I’ve been taking a trip down memory lane and discovered some local adverts that have left an impact on the Australian psyche (you may call it brainwashing, if you wish).

DO THE RIGHT THING

This campaign was rolled out nationally back in 1979, utilising such media channels as print, TV and outdoor. To this day it is considered the most successful environmental initiative in Australia, attributing to a 70% reduction in littering (Source NSW EPA). If you’re lucky, you may still find one of those slogan’s stickers slapped on something in the suburbs. 

I STILL CALL AUSTRALIA HOME

Before Qantas resembled the evil Empire in the Star Wars universe, it was OUR national carrier. Since the mid 80s, Qantas used the iconic song “I Still Call Australia Home” by Peter Allen and his estate has been profiting ever since. Tactics such as the song and using nostalgic imagery, playing up on our deluded sense of patriotism, is what Qantas depended on for their revenue….well back then anyway.

SLIP SLOP SLAP

This campaign was also launched back in the early 1980s and was initially meant to educate kids about the dangers of sunburn and reduce the rate of skin cancer. Growing up as a kid, I remember many summer days of being covered head to toe in sunscreen and wearing those incredibly dorky hats with the flaps at the end of my hat. Sure the initiate wasn’t as successful as the Do The Right Thing campaign but it did attribute to bringing awareness on the topic by about 70% from launch to up to 1996 (Source: SunSmart Victoria).

VB

As a beer drinker, VB would be by far the shittiest beer that anyone can drink. In fact, if I had a choice between drinking a case of this shit vs waterboarding, trust me when I say that I would take the latter. But you have to admit, the unforgettable jingle along with its manly “okka” imagery is what made this the most memorable beer campaign in Australia. Its still a shit beer though.

STILL THE ONE

Remember TV? You know, that big ugly box that sat in the corner of your living room before the internet? Yeah, I know its a bit of a distant memory (like the fax machine or monogamy) but before Foxtel and Youtube, we had to contend with just four channels (I’m not counting SBS as back then it wasn’t really considered a “channel”). I’m not sure if they’re still doing this down but back in the 70s up through the mid 2000s, Channel Promos was the SHIT, thats why Channel 9 were able to say “Still the One” for such a long time because they had the best TV shows, the best news coverage and the best….well everything that TV had to offer (and it showed in their ratings). It was an excuse to fill dead air where the networks couldn’t get a regular TVC in and it was also a great way to plug their local talent. It was just so remarkably cheesy, I couldn’t stand watching them then and I can’t watch them now.

This one is my favourite. I like how they used “Sounds of Then” by Gangajang and again check out all those vivid shots of the Australian outback. I also like it because for a few seconds, I get to see Tim Ferguson (of DAAS/Don’t Forget Your Toothbrush fame)

So as I wrap this post up, I just want to say that its a shame that adverts these days don’t have that level of impact on a local level. These days we’re more influenced by adverts that occur overseas such as Old Spice. But as long as I continue to work in this industry, I will still hope. Oh and BRING BACK JINGLES, just sayin….