THE DAY THAT DARE NOT SPEAK ITS NAME

For meat marketers, January 26 is no longer Australia Day. It’s just … Day.

Just some day. No big deal

For meat marketers, January 26 is no longer Australia Day. It’s just … Day.

Celebrate the abundant inclusiveness minus any inclusion of Australia:

It’s the Australia Day ad campaign which doesn’t mention Australia Day, and it’s been dubbed the most political lamb ad to date.

Meat and Livestock Australia’s annual lamb campaigns have gained a cult following, and the one launched this morning is no exception, pushing lamb as “the most multicultural meat”.

The ad opens on an Aussie beach, with two indigenous Australians preparing to light up a barbie.

Some European settlers arrive via boat and join the party, followed rapidly by a sea of new revellers including the First Fleet, the French, the Russians, Chinese, Greeks, Italians all the way up to our most recent migrants, all bearing gifts and food to add flavour to the celebrations.

While the ad makes reference to celebrations happening on January 26, it doesn’t refer to it as “Australia Day”, instead it “shines a light on who we are as a nation, and celebrates modern Australia no matter what the date” ...

Towards the end of the ad, a reveller sees yet another boat coming into land and says “Look, there’s the boat people”.

Poh Ling Yeow responds: “Hang on. Aren’t well all boat people?”

(Via Rob R., who emails: “New lamb ad. Made by chickens for geese.”)