When I first watched the latest Australia Day Lamb ad, I was overwhelmed by a sense of discomfort.
Created by advertising agency ‘The Monkeys’ for Meat and Livestock Australia, the two minute thirty second ad is unequivocally the most political in the campaign’s history.
It begins with a beach-side barbecue attended by Indigenous Australians. “First here…” one man says. “Beautiful spot like this? It’ll be packed before you know it,” replies the other.
And so it begins.
The Europeans triumphantly arrive, the French waving and offering cheese, and the British introducing themselves as the “First Fleet” before being corrected “…not quite.”