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Video: ‘Cottees: There’s a lot to celebrate’ (2012) by GPYR-Melbourne / insidious racism?

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insidious
adj.
Proceeding in a gradual, subtle way, but with harmful effects

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There is a lot to celebrate living in Australia, the lucky country, especially if you are a white kid growing up in the perfect world of Cottees advertising. I have been viewing these TV commercials since 1986 and have yet to see an Indian, Asian, Aboriginal or child from a Muslim family in any of them. As far as I can see it is only white children of middle class suburban families that can “seize the day” in Cottee’s vision of contemporary Australia.

I ask my readers, do they think that these adverts promulgate a form of insidious racism? Are these adverts a form of racism by exclusion, rather than one by outright declamation?
Is this exclusion a form of societal system of oppression?

I leave the answer for you to decide.

Perhaps they should have said, “No matter how many white kids end up in your backyard, there’s always enough Cottee’s to go around…”

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“We’re all responsible for naming, and saying no to, racism. We must call it when we see it… Race hate, racism, careless words – can harm entire populations. They can change the way that we live together… Racism can only be resisted, and eradicated, through solidarity, and cooperation. There are no exceptions. History has no bystanders – only participants.”

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Graeme Innes AM, Race Discrimination Commissioner at the Australian Human Rights Commission, August 2011

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Cottees There’s a lot to celebrate (2012)

“This Sunday will see the launch of a new campaign for Cottee’s cordial. Created by George Patterson Y&R Melbourne, the commercial aims to take the brand back to its roots by celebrating the simple goodness of childhood – and the fact that no matter how many kids end up in your back yard at the end of the day, there’s always enough Cottee’s to go around.

Says Troy McKinna, advertising manager at Cottee’s: “We’re hoping the generation of Australians who grew up with classic ‘My dad picks the fruit’‚ ad will share this new Cottee’s classic with the next one.””

CLIENT:
Advertising Manger: Troy McKinna
Brand Manager: Karen Elsbury

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Cottee’s Cordial – Australian TV Commercial (1998)

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Cottee’s cordial ad from mid 90’s

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Cottees Cordial Australian Commercial 1980s

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Cottees Country Blend Cordial (nd)

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Cottees Cordial – Classic TV Commercial (nd)

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Dr Marcus Bunyan

Dr Marcus Bunyan is an Australian artist and writer. His work explores the boundaries of identity and place. He writes the Art Blart blog which reviews exhibitions in Melbourne, Australia and posts exhibitions from around the world. He has a Dr of Philosophy from RMIT University, Melbourne and is currently studying a Master of Art Curatorship at The University of Melbourne.

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