Leaked Script Of The Monkeys’ MLA Ad For Australia Day Shows Aboriginals Arriving In Canoe

Leaked Script Of The Monkeys’ MLA Ad For Australia Day Shows Aboriginals Arriving In Canoe
SHARE
THIS



The Monkeys are renowned for their Australia Day ad spot for Meat & Livestock Australia (MLA), and 2017 will be no different, with the agency set to shake the tree and promote the good ol’ fashioned Aussie BBQ. But somehow, BuzzFeed News has obtained a leaked script of the ad in its early draft stages.

While this year’s ad – which caused unprecedented controversy – was focused on calling meat lovers back to Oz, and another MLA campaign aimed to showcase the nation’s diverse population, 2017 is set to take a new approach to the beginning of Australia’s history.

According to the script, the commercial will be titled ‘The First First Fleet’, and opens with the arrival of Aboriginal people in canoes, landing on the shores of an empty Australian beach. The subtitle “Arrival of the first fleet Terra Australia, late January, 58,000 B.C. (ish)” appears on screen.

A description of the commercial said, “Starting with the First First Fleet 60,000 (ish) years ago, this film celebrates all the new arrivals who have contributed to making Australia the great place it is today, as they get together over a lamb BBQ. It’s the first united celebration of Australia”.

You can see screenshots of it on BuzzFeed and below:

Source: BuzzFeed

Source: BuzzFeed

Two Aboriginal people – Ian and Stewart – are the first to step onto Aussie shores, with one commenting, “Cracking spot. Let’s fire up the barbie.” The characters then decide to have another BBQ a year later to celebrate Australia Day, before being joined by other fleets of Dutch, British, French, German and Chinese.

But per BuzzFeed, The Monkeys are running into a spot of trouble regarding casting, as most Aboriginals don’t celebrate Australia Day, instead aptly referring to it as Invasion Day.

A spokesperson from MLA told B&T, “We understand there is always a high level of anticipation and interest in MLA’s upcoming lamb advertising campaign, and the 2017 instalment is no different.

“It’s important to note that media reports have made reference to an early draft of a script dealing with one creative idea.

“MLA always consults widely in the development of our marketing campaigns as we continually strive to be inclusive of all Australians.

“The “We Love our Lamb” campaigns, and MLA as a company, are committed to celebrating diversity and we look forward to sharing our latest ad with all Australians early next year.”

Another scene apparently featured Kevin Rudd making light of the apology he delivered to the Stolen Generation in 2008, with Rudd seen bumping into a crowd of Aboriginal people and repeatedly saying, “Sorry”, to which someone responds, “We know, Kevin”.

Source: BuzzFeed

Source: BuzzFeed

B&T contacted The Monkeys for comment but hadn’t heard back at time of publishing. We will update as we hear more.

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]