Meat & Livestock Australia (MLA) spring lamb campaign which was praised for including all Australians no matter what their race, religion, gender, sexual orientation, age or ability has been accused of reverse racism- because white men weren’t given enough air time.
The Advertising Standards Board (ASB) received a whole host of complaints that the ad vilified white people and was racist towards young white men.
Check out the MLA campaign ‘You Never Lamb Alone’, created by The Monkeys, stars Cathy Freeman, NRL star Greg Inglis, model Samantha Harris, TV presenter Luke Jacobz, transgender comedian Jordan Raskopoulo and actor Arka Das.
Here’s just a sample of the complaints:
- Racism. I’m anti-racist no matter what race is being vilified including white people. This advertisement clearly states ‘too many WHITE people’ in its commercial which is highly offensive.
- It’s easy to associate the Australian aboriginal with only eating kangaroo but with this current social need for “integration” in Australia, this advert falls horribly short. I found this advertisement offensive in the racist manner it portrays a young white male and those of Caucasian descent generally.
- Surely there is a more appropriate way to make lamb appeal to all racial groups without resorting to an attempt to appease those of non-white European descent by mocking the white population of Australia.
- He was racist in his comments about to many white people on TV and it was racist and offended me.
- The very first thing the person says is both sexist and racist. The person points out that they are white and male saying that this adds to a lack of diversity. Pointing out someone’s race and gender in an advertisement and then denigrating such race or gender is both racist and sexist.
A representative from MLA said in response to the complaints, “MLA submits that this interpretation is unfounded. In fact, the Advertisements celebrate diversity and do not promote any act of discrimination, prejudice or vilification. The Advertisements depict a scene which unites Australians from all sections of the community to illustrate that lamb is the meat that doesn’t discriminate.
“In MLA’s opinion, there is no better way to address this issue than to feature Australians
from all walks of life and racial backgrounds in the Advertisements. The tongue-in-cheek
comment by no means treats white males unfavourably or seeks to ridicule such members of society. We submit that the reasonable viewer would not perceive this statement or the
Advertisements as a whole to be racist or sexist. The Advertisements promote acceptance and tolerance – not bigotry or the incitement of hatred towards white Australian males.”
The ASB agreed with MLA, ruling the advertisement did not portray or depict material in a way which discriminates against or vilifies a person or section of the community on account of race.
This isn’t the first time the MLA has been examined by the ASB. Its 2016 Aussie Day ad, featuring SBS news reporter Lee Lin Chin, ruffled a few feathers among the vegan community. Those complaints were also dismissed.
Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]
Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]
Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]
Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]
Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign. “We thought it would be fun to see some other iconic Australian brands back […]
Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]