Ardmona continues drive to connect farmers with consumers in new ‘buy local’ campaign
Ardmona: Advance Australia Fair leads new campaign
Ardmona continues its drive to link farmers with consumers by launching a new campaign based around the national anthem.
The work, through Leo Burnett in Melbourne, focuses on Australian tomato growers and uses a modernised version of Advance Australia Fair to showcase the role famers play in society and the quality of Ardmona’s produce.
With a farm set as the backdrop to the campaign, a girl recites the anthem, linking its images directly with the the words.
Hmmmm.
I’m not sure about using the national anthem to flog supermarket products.
I was just waiting for “…in history’s page, let every stage, advance Ardmona’s pears”, which fortunately they refrained from doing.
I support Australian produce but I do not support Ardmona using our National Anthem lyrics in a tomato advert. Very bad form guys.
I love it, guess I’m not whiney like the other two commenters here! Great provocative commercial.
I think it’s wrong to use the anthem for any commercial product! That voice that’s TRYING to be all emotional offends me no end. They’re trying to get us all teary-eyed over a can of tomatoes?
Just like the Brisbane Lions should not use the tune of the French National Anthem as their club song. An anthem is as sacred as a hymn. It has ONE purpose ONLY.
I AM 110% for buying Australian and as local as I can get. But I find it extremely offensive that this commercial uses our anthem for its product. There are TONS of beautiful moving Australian poems that could have driven the message home just as well… I’m amazed this commercial ever got through.
The girl’s voice is REALLY ear-gratingly annoying, even depressing. Really dislike this ad ?
Not everyone can recite poetry as is clearly evident from the dreary rendition of our national anthem used in this awful commercial.
This is appalling sickly sentimental exploitation of Australia’s National Anthem, copyright for which is held by the Australian Commonwealth. Its use for commercial purposes is illegal without permission, so I have to assume that some bureaucrat authorised this disgraceful debasement. No matter what you think of the Anthem, it is, in fact, Australia’s National Anthem. This is disrespectful and disgusting misuse and both Ardmona and the advertisers should be ashamed.