damianBeer Ad- Bottle Opener
September 10th 2006 22:42
Here it is, the other Superbowl ad. Little surprised? I know I was but it makes sense after seeing it a few times- it's a really clever ad.
One of the most interesting things about this ad is that it made it to America while being about Aussie/Kiwi rivalry. Makes you wonder what the Americans thought about it.
The other interesting thing is that it includes a female in the whole mateship thing. In the past (say 2 decades ago) this sort of thing would be unheard of, groups of mates being the sole domain of men, but we've managed to unload a lot of misogyny in that time and now women are finally allowed to have, and be, 'mates' as well.
It might seem to some a big deal made about a terrible cliche but mateship, minus the politician rhetoric, is and always will be a large part of Australian culture. Most of the time we dont notice it because it's just a part of our everyday life but there are expectations and unspoken rules we take to all of our friendships and in Australia these expectations have been called 'mateship'. Unfortunately, in the past, these expectations meant 'mate' was a male pronoun but this ad is evidence that things are changing (except in Queensland where women have been called mate since the first one cracked open a XXXX).
There was actually an ad a while back which had a group of women in their own beer ad where they used their intelligence and wit to get what they wanted, the way men do in Australian beer ads. I think it was a Cruiser ad and it saw them scabbing free drinks from gullible promotion people, getting back at their ex boyfriends by pretending to be preggers, etc. It was a really good set of ads, and a good example of women being included in the same tradition that men have always been a part of, but I havent been able to track it down. If you've got a copy on you or you've found it on YouTube then give me a yell cause I'd love to include them.
Dont forget to check out the rest of the Best Australian Beer Ads Archive.
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