news

This new Kmart ad has two features we don't often see on TV and we couldn't be happier.

There was an unusually inclusive advert on Australian screens this week and we wouldn’t blame you for missing it.

Not because it was aired in a bad time slot (it wasn’t). Nor because it was for an obscure brand (it wasn’t).

You may have missed the magic of a model with Down syndrome and gender-norm subverting children because they were portrayed so normally. 

The Kmart’s Play Your Way advertisement is constructed as your run-of-the-mill ‘fun’ ad depicting children with toys.

Source: Kmart/Screenshot.

The Down syndrome model gallops past the screen on a pink swan, the young blonde boy plays with a Barbie, the girl plays with Lego and the keen-eyed viewers among us go:

"Wait. What?"

The ads represent a truly positive step towards showing not the presumed diversity of our culture but the reality of it.

The Today Show discussed the campaign on Friday morning's show with its panellists.

Today Show guest and author Nikki Gemmell shared the story of one mother's wish for the future of Down syndrome Australians.

"She wants a world where everyone doesn't really see a Down syndrome child," she said.

"They're not going to stare at them, they're not going to think of them as different in some way and I think this ad is going along that path."

ADVERTISEMENT
Source: Kmart/Screenshot

The progressive nature of the advertisements didn't go unnoticed on social media either as several viewers tweeted their delight.

Another user even compared the advert against the advertisements of one its largest retail competitors.

Mother Kat Abianac whose son has Down syndrome told news.com.au she worried the use of models such as her son was a phase.

“In Australia, featuring people with Down syndrome really runs in cycles,” she said.

“If it’s been in a headline or one company sees another doing it suddenly it’s featured but it can die off in a year and it’s really campaigners and parents of children with Down syndrome who continue to have children included.”

Abianic said son Parker who has been modelling since he was eight-months-old is chosen for his good looks rather than anything else.

Parker commands a mighty fan base with over 23,000 followers on Facebook alone.

We can only hope brands continue to understand the importance of showing more than one type of Australian.

Because if you're looking around and all you can see are boys with trucks and girls with barbies then in the infamous words of Lara Bingle: Where the bloody hell are ya?