Ad Nut
Aug 1, 2018

What does Australia taste like? Vegemite, apparently

Frenetic, enthusiastic ad from Thinkerbell might make you want to try the spread made from brewer's yeast.

This quick-cut ad chock full of Aussie characters, memes and archival advertising is so fun it makes Ad Nut want to eat some Vegemite. But then Ad Nut remembers actually trying the spread some years ago.

Shudder. Suffice to say it's not for Ad Nut. But all power to those who like it! It's a quintessentially Aussie thing, and that's what this new campaign through Thinkerbell is celebrating.

As the agency puts it, Vegemite is "a symbol of our national identity" and the new campaign "celebrates Australia’s diversity and unity through a mega-mix of iconic faces and moments".

The campaign went live today on Facebook, will be in cinemas tomorrow and debuts on TV Sunday evening. Ad Nut particularly likes the OOH work:

Ad Nut does wonder if the people who make Vegemite gave a heads-up to the folks at Australian Tourism about that new slogan, 'Tastes like Australia'. Ad Nut suspects they might not be completely comfortable making that claim about such a polarising foodstuff. Might have been an interesting discussion.

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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