The latest Australia Day ad from Meat & Livestock Australia (MLA) doesn’t mention Australia Day (AKA “Invasion Day”), and revolves around a barbecue hosted by a trio of indigenous Australians, which is promptly gatecrashed by the friendly occupants of boats arriving from across the world.

Last year, BuzzFeed was leaked a copy of the script, and reported that Aboriginal actors had distanced themselves from the production as it trivialised the violence in the British settlement of Australia. The final ad appears tweaked but not greatly changed from the script leaked to BuzzFeed. It’s been lauded by Mumbrella, where Alex Hayes wrote that MLA have “opened up a conversation. And while you may ‘never lamb alone’, by doing this the MLA has shown it stands alone among Aussie marketers right now.” The Australian appears less than impressed with the decision not to cite Australia Day: “Strewth, that’s un-Australian!”


Peter Fray

Get your first 12 weeks of Crikey for $12.

Without subscribers, Crikey can’t do what it does. Fortunately, our support base is growing.

Every day, Crikey aims to bring new and challenging insights into politics, business, national affairs, media and society. We lift up the rocks that other news media largely ignore. Without your support, more of those rocks – and the secrets beneath them — will remain lodged in the dirt.

Join today and get your first 12 weeks of Crikey for just $12.


Peter Fray
Editor-in-chief of Crikey