Lyla Lindsey
Australia has produced many memorable television advertisements over the years, with some even arguing that the country has more memorable ads than television shows. From the 1910s to the 1960s, advertisements reflected and reinforced domestic ideals, with men portrayed as dependable providers and women as elegant and content. These ads can be viewed in the National Film and Sound Archive of Australia. The 1970s brought about a shift in advertising, with ads becoming bolder, more experimental, and socially aware. Television jingles and catchphrases became cultural staples, with some even becoming part of the common vernacular, such as the famous Not Happy, Jan catchphrase. Today, advertisements can be viewed on Australia's audio and visual heritage online, with some of the most iconic Australian ads including campaigns for Vegemite, Milo, Pizza Hut, and Mortein.
| Characteristics | Values |
|---|---|
| Websites | National Film and Sound Archive of Australia, Man of Many, ASO - Australia's audio and visual heritage online, Buzzfeed, National Library of Australia |
| Catchphrases | "Not Happy, Jan", "It's Time", "You've got a great Mum, Michelle", "More smart, more safe, Moooooorteiiiin", "Ba-na-na-na-na-na.... make your bodies sing!", "481 1111, 481 1111... Pizza Hut delivery!", "Brand Power, helping you buy better" |
| Jingles | "Louie the Fly", "Aeroplane Jelly", "Vegemite", "Caramello Koala", "Milo", "Nicorette", "I Like Aeroplane Jelly" |
| Themes | Politics, health, food, travel, cricket, finance, fashion, home, entertainment, telecommunications, removal services, alcohol, beauty, history, national identity, gender stereotypes, social awareness, humour, emotion, technology |
| Eras | 1910s, 1930s, 1940s, 1950s, 1960s, 1970s, 1980s, 1990s, 2000s |
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What You'll Learn
The National Film and Sound Archive of Australia
The NFSA has a physical location in Canberra, Australia, where visitors can explore the curious collection of audiovisual artefacts on display in The Library, or enjoy a locally roasted coffee in the Mediatheque or the heritage courtyard.
The NFSA also has a range of free public spaces, including The Library, which houses more than 280 items from the full expanse of the NFSA collection, the Mediatheque, a lounge screening audiovisual highlights from the archive, and the Theatrette, which shows free documentaries.
The NFSA has a specific collection of vintage cinema, TV, and radio advertisements from the 1910s to the 1960s. This includes the famous 'Louie the Fly' Mortein advertisement, which first aired in 1957 and became one of Australia's most recognisable characters. Another example is an early 1940s colour cinema advertisement for women's stockings, which focuses on the qualities of a young woman competing in the Miss Australia pageant.
The NFSA also curates the Film Australia Collection, which contains over 3,000 Australian documentary and educational titles, and Sounds of Australia, a selection of culturally significant sound recordings.
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ASO – Australia's audio and visual heritage online
ASO, or Australia's audio and visual heritage online, is a treasure trove of old Australian television advertisements that offers a unique glimpse into the country's past. The platform is operated by the National Film and Sound Archive (NFSA), which serves as the nation's audiovisual archive, preserving and sharing Australia's moving image and recorded sound heritage.
One of the iconic advertisements featured on ASO is the Aeroplane Jelly jingle, recorded in 1937 or 1938 by five or seven-year-old Joy King, which remains one of Australia's longest-running and best-loved jingles. Another memorable ad is the one for CE Miller & Co., a removal company, which was beautifully filmed in a home movie style by cinematographer Ross Wood. It showcases sweeping views of Melbourne's inner-city streets and suburbs, capturing the essence of Melburnians' love for their homes.
ASO also features advertisements that provide a socio-political context. For instance, an animated ad from the 1946 federal election encouraged Australians to remain loyal to the Labor Party, which had steered the country through World War II. There are also Australia Post commercials that offer a glimpse into the organisation's history, such as one that uses stills from the archive to narrate the split of the Postmaster-General's Department. Another Australia Post ad from the late 1980s promoting Postpaks is notable for its use of rap music, which was then new to Australian popular culture.
Additionally, ASO includes advertisements that reflect societal norms and ideals of their time. A 1940s ad for Beau Monde hosiery presents a narrative of the "ideal woman," reinforcing gender stereotypes and the societal expectations of single women in that era. Similarly, an ad for the Rural Bank of New South Wales from the same decade showcases the 'man on the land,' celebrating the values of industry, courage, determination, and progress.
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The Sell: Australian Advertising 1790s to 1990s
The exhibition begins with Australia's first print advertisement from 1796, showcasing the early arts scene. It then progresses through the decades, highlighting the development of Australian advertising from humble newspapers to the emergence of ad-assisted social activism. The display includes advertisements from well-known brands, such as Kraft Cheddar Cheese, CE Miller & Co., and Berlei lingerie, as well as political advertising and public service announcements.
By the 1980s, Australian advertising had embraced high energy and fast pace, incorporating global influences. Big brands utilised emotional storytelling, humour, and catchy slogans to build customer loyalty. The 1990s marked the rise of technology and the internet, introducing new forms of advertising such as guerrilla marketing, sponsorships, and early digital campaigns.
The exhibition invites visitors to consider the influence of advertising on Australian culture and society, both past and present. It explores how advertising has shaped and reflected societal expectations, values, and aspirations over time. The Sell: Australian Advertising 1790s to 1990s is designed to appeal to a diverse audience, offering a nostalgic journey through the country's advertising history and providing insight into the techniques and impact of advertising.
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Man of Many's list of iconic Aussie TV ads
Australia has produced many memorable TV ads, and Man of Many has attempted to rank the most iconic of all time.
One of the most iconic is the 1972 political ad "It's Time", which broke the mould of political advertising. It featured singer Alison MacCallum and an array of Aussie celebrities, including Graham Kennedy, Jack Thompson, Barry Crocker, Jacki Weaver, and Maggie Tabberer.
Another is the ad for Carlton Draught, which appealed to the Australian sense of the ridiculous and punctured the pomposity of big-budget corporate advertising with sweeping images of choristers singing operatically about the ad's grandeur.
The NSW Rugby League's 1989 ad campaign, featuring American megastar Tina Turner, is also notable. Turner's hit song "The Best" became the game's theme song, and the ad's energy and barrage of league action shots perfectly fit the song.
Other iconic Aussie ads include the drink-driving prevention ad with the unforgettable line, "If you drink, then drive, you're a bloody idiot"; the Vegemite ad with the catchy jingle, "We're happy little Vegemites as bright as bright can be"; and the Milo ad with the iconic line, "My mum gives me Milo to go and go and go."
The "Not Happy, Jan" ad may also be one of the greatest successes in Australian advertising history, achieving the ultimate goal of any advertising guru: to get their creation into the common vernacular.
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Buzzfeed's list of iconic Australian TV ads
Australia has produced many memorable TV ads, and Buzzfeed has compiled a list of 28 iconic Australian TV ads that will bring back nostalgia. Here are some of the notable advertisements from their list:
"Louie the Fly" for Mortein
The "Louie the Fly" ad for Mortein insect spray is one of the world's longest-running television advertising campaigns, spanning 55 years. The instantly recognisable jingle, sung in a distinctive gravelly voice, and the character Louie the Fly, who first appeared in 1957, contributed to its enduring legacy.
"Not Happy, Jan"
The "Not Happy, Jan" ad is renowned for its catchphrase, which became embedded in everyday Australian conversation and even influenced political campaigns. The success of the ad is attributed to the talented acting of Rhonda Doyle and Deborah Kennedy, who ad-libbed the now-famous line.
Caramello Koalas
The Caramello Koalas ad featured the iconic jingle, "They call me Caramello... koala!" The ad effectively promoted the chocolate as a desirable treat, elevating it above the standard Cadbury block.
The Big Ad for Carlton Draught
Carlton Draught's The Big Ad appealed to the Australian sense of humour by poking fun at the pompousness of big-budget corporate advertising. It featured sweeping images of choristers striding across a valley, singing operatically about the grandeur of the ad itself.
Jacki Weaver for Rice Krinkles
This early television ad for the breakfast cereal Rice Krinkles starred an 18-year-old Jacki Weaver, who was also featured on the cereal boxes. This approach targeted the teenage market and helped the brand establish itself within youth culture.
These examples from Buzzfeed's list showcase the creativity, humour, and cultural impact of iconic Australian TV advertisements.
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Frequently asked questions
The National Film and Sound Archive of Australia has a collection of vintage cinema, TV and radio advertisements from the 1910s to the 1960s. The National Library of Australia also has an exhibition called 'The Sell: Australian Advertising 1790s to 1990s', which showcases the evolution of Australian advertising.
Some iconic Australian advertisements from the past include:
- Louie the Fly for Mortein insect spray
- 'Not Happy, Jan' for the Yellow Pages
- The Big Ad for Carlton Draught beer
- Rhonda and Ketut for AAMI insurance
- 'I Like Aeroplane Jelly'
- Milo 'Go and Go and Go'
- Pizza Hut '481 1111, 481 1111'
Early Australian advertising borrowed heavily from European traditions, including playbills, newspapers, trade cards and broadsides. By the 1950s and 60s, advertisements reflected and reinforced domestic ideals, with men portrayed as dependable providers and women as elegant and content. Jingles and catchphrases became cultural staples, with some even entering the common vernacular, such as "Not Happy, Jan".
Old Australian advertisements often centred around consumer culture, with glamorous campaigns and celebrity endorsements. Travel was also a common theme, with advertisements selling the idea of adventure through various modes of transport. As television became more dominant, advertisements became more high-energy and fast-paced, embracing global influences.
