Damon Mcknight
Australia has a rich history of creative and iconic advertisements that have left a lasting impact on popular culture. From the early days of television advertising in the 1960s to the present, Australia's audio-visual heritage has been shaped by memorable commercials. Those seeking to reminisce about classic Australian advertisements can explore the National Film and Sound Archive of Australia, which houses vintage advertisements from the 1910s to the 1960s. Additionally, online platforms such as Reddit's r/AustralianNostalgia and YouTube channels dedicated to Australian commercials provide a wealth of nostalgic content. Australia's audio and visual heritage is also preserved through initiatives like ASO, which showcases diverse advertisements, including those for Anzac Day commemorations and Australia Post's corporate identity campaigns. The Advertising Federation of Australia has recognised the industry's evolution by celebrating 50 years of television advertising, highlighting the country's dynamic and ever-evolving creative landscape.
| Characteristics | Values |
|---|---|
| Time Period | 1910s to 1960s |
| Sources | YouTube, Reddit, National Film and Sound Archive of Australia, ASO (Australia's audio and visual heritage online), Buzzfeed, Postkiwi, Man of Many |
| Examples | 'Louie the Fly' for Mortein, Rice Krinkles with Jacki Weaver, Caramello Koalas, Swan Lager with Greg Norman, Underdax, CE Miller & Co. |
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What You'll Learn
'Louie the Fly' Mortein insect spray ad
Louie the Fly, the anthropomorphic housefly, has been the face of Mortein insect spray since 1957. The brand is an Australian household insecticide, widely used in the country and marketed internationally. Louie's first appearance in a television advertisement featured a realistic-looking fly, with a catchy jingle that was introduced in 1962. The jingle was composed by James Joseph ("Jimmy") White and performed by Sydney singer Neil Williams. The lyrics to the jingle are as follows:
> Straight from the rubbish tip to you.
> Spreading disease, with the greatest of ease.
> Straight from the rubbish tip to you.
> I’m bad and mean and mighty unclean.
> Afraid of no-one, ‘cept the man with the can of Mortein.
> Hate that word Mortein.
The character of Louie the Fly was created by best-selling author Bryce Courtenay, who worked as an advertising copywriter at the time. Louie's on-screen persona is that of a street-smart, roguish hustler, wearing a hat and with a burnt-match toothpick (or cigar) hanging from his mouth. Louie has enjoyed a long career spanning over half a century, with appearances in numerous Mortein commercials, newspapers, and magazines. He even had his own spin-off cartoon series in Sydney's Sunday Telegraph newspaper. In 2011, Mortein launched a PR campaign asking the public to decide Louie's fate, and the public voted to save him.
Old Australian television advertisements, such as those featuring Louie the Fly, can be found on the National Film and Sound Archive of Australia website, which has a collection of vintage cinema, television, and radio advertisements from the 1910s to the 1960s.
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'It's Time' political ad
The "It's Time" campaign was a political advertising campaign run by the Australian Labor Party (ALP) during the 1972 federal election in Australia. The campaign was designed to promote the need for change after 23 years of conservative government by the Liberal-Country Party coalition. The three-stage campaign was built around the slogan "It's Time", conceived by Paul Jones, the creative director at the advertising agency handling the ALP's advertising account. The first stage aimed to popularise the phrase, while the second stage featured a television commercial as its core element.
The TV advert, directed by Ric Kabriel and produced by Fontana Films in Sydney, looked like a pop video. It featured Australian rock singer Alison McCallum singing a song about how it was time to change. The advert was intercut with stills of ALP leader Gough Whitlam's background and a supporting chorus of Australian celebrities, including Tony Barber, Barry Crocker, Lynette Curran, Graham Kennedy, Little Pattie, Bert Newton, Jack Thompson, and Jacki Weaver. The song was written by Jones and advertising jingle writer Mike Shirley and arranged by Pat Aulton.
The "It's Time" campaign was not only electorally successful but also culturally transformative, changing the nature of Australian political advertising forever. It inspired a new generation of political campaigners and its influence echoed through election advertising for nearly 20 years. The campaign also created a common trope in Australian political advertising, the "whinging wendy", most famously used in the 1987 Hawke campaign.
The "It's Time" slogan has become an important part of the Labor Party's lexicon and was used again in advertisements for the 'Yes' vote in the 1999 republic referendum and in Labor's 2015 Marriage Equality initiative. The success of the "It's Time" campaign demonstrates the power of political advertising to bundle together complex ideas in a neat, colourful, and emotive way that resonates widely in the community.
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'Not Happy, Jan' ad
The "Not Happy, Jan!" advertisement is considered one of Australian advertising's finest moments. The ad was created by advertising agency Clemenger BBDO Melbourne, also known as Clems Melbourne, for Sensis, the directories arm of Telstra. It was created to promote the upcoming deadline for advertising in Australia's Yellow Pages. The ad features a businesswoman, played by actress Deborah Kennedy, who has just discovered that her staff member, Jan, played by Rhonda Doyle, has forgotten to book an ad in the upcoming year's Yellow Pages. In response, Kennedy's character goes through some anger management techniques, including counting to ten, before opening the window and shouting "Not happy, Jan!" towards Jan's fleeing figure. The line "Not happy, Jan!" was ad-libbed by Kennedy on the day of shooting and quickly entered the cultural vernacular as a catchphrase used to express discontent, particularly at another person's negligence or incompetence. The ad was so successful that it is still remembered and celebrated 20 years later, although it did not win any major awards at the time.
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Vintage cinema ads from the 1910s-1960s
The National Film and Sound Archive of Australia holds a collection of vintage Australian cinema, radio, and television advertisements from the 1910s to the 1960s. This collection offers a fascinating glimpse into the past, reflecting the changes in Australian society during this period. The advertisements vary in style, from imitating glossy feature films to using animated characters to capture the attention of children.
One notable example is a black-and-white cinema advertisement for Kraft Vegemite, a popular Australian yeast spread. The ad highlights the health benefits of Vegemite, especially for children and infants, and features a children's chorus led by Betty Parker, Stephen Parker, Julia Parker, and Linda Marcy. Another ad from the late 1940s focuses on a young woman competing in the Miss Australia pageant, emphasising the qualities that represent "all that is finest in Australian womanhood".
The collection also includes a colour cinema advertisement for Tandaco Prepared Stuffing from around 1942. This ad takes on the style of a feature film, with melodramatic music and a storyline that many cooks can likely relate to. A flustered woman, crying as she peels onions for her roast chicken stuffing, worries about the consequences of serving her roast chicken without the proper herbs. With the help of Tandaco Prepared Stuffing, she imagines receiving compliments on her "homemade" stuffing from her husband's boss.
In addition to food products, the collection features advertisements for iconic brands such as Cadbury and General Motors Holden, spanning from the 1950s to the 1970s. These ads provide a unique perspective on changing social attitudes and Australian culture during this dynamic era.
While these vintage advertisements may differ significantly from modern marketing strategies, they offer a valuable window into the past, showcasing the creativity and tactics used to capture audiences' attention in the early days of cinema and television.
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Australian beer commercials
Australia has a rich history of creative and humorous beer commercials that have left a lasting impact on viewers. While some of these advertisements have been around for decades, they continue to be remembered and cherished for their unique and entertaining qualities. Here is a look back at some iconic Australian beer commercials that have stood the test of time.
One memorable Australian beer commercial is the Victoria Bitter (VB) advertisement featuring the Melbourne Symphony Orchestra. VB has a classic tune that is instantly recognisable to Australians, and in this ad, they took it to a new level. The orchestra brings the familiar melody to life, creating a hilarious and captivating beer advert that leaves viewers humming the tune. The ad cleverly plays on the idea of spilling one's beer, a relatable scenario for beer drinkers, making it a successful and light-hearted campaign.
Another classic Australian beer commercial is the Hahn Premium Light advertisement. This ad takes an unexpected turn, starting off with a slow-motion sequence of a lady walking with her hair flowing in the wind, only to be interrupted by a man cracking open a bottle of beer. The "What?" expression that follows has become a memorable moment, capturing the essence of sneaking out with mates for a quick beer. The ad also showcases the transformation of a backyard shed into an ultimate home bar, resonating with Australians' love for their home entertainment spaces.
One unique and imaginative beer commercial from Australia involves a "beer rain". While the concept may seem unusual, the idea of a trebuchet launching a stag into the clouds to create beer rain is undeniably intriguing. The ad continues with a group of mates on holiday, surprised to find themselves at the same resort. They quickly turn their surprise into an opportunity to enjoy some beers together, a relatable scenario for many Australians. This commercial cleverly references a previous Heineken ad featuring a walk-in fridge, adding a twist with a "walking" fridge that delivers beer directly to the couch.
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Frequently asked questions
Old Australian television advertisements can be found on the National Film and Sound Archive of Australia's website, ASO (Australia's audio and visual heritage online), and on YouTube.
r/AustralianNostalgia is a subreddit dedicated to evoking memories of Australia's past, including classic Australian television advertisements.
Some famous old Australian television advertisements include the Caramello Koalas advertisement, the Mortein "Louie the Fly" advertisement, and the Carlton Draught "The Big Ad" advertisement.
