A new ad from drinkwise.com.au is currently airing on Australian tv.
Here's the full version (apologies that it repeats 3 times);
It's a well-made ad and uses CGI to great effect - I just wonder why the family portrayed are low income, and why they all seem miserable. It almost insinuates that low-income families are more likely to let their kids drink at a young age - and that low-income families have less common sense when it comes to parenting.
It is indeed a fact that there are higher incidences of crime in low-income areas, but underage drinking is something just as likely to be undertaken by the rich kids living in the eastern suburbs as by the poor kids out in the west.
Of course, when the rich kids are sprung for underage drinking on the streets of South Yarra they're more likely to be let go with a warning than end up with a criminal record - because the kids in the western suburbs have to be 'made an example of' or 'taught a lesson' so as they don't continue on to 'make a mess of their lives'.
I might be reading too much into it - but hey, that's my prerogative. I would like to see a second ad showing a young boy in a pink polo-shirt and tweed pants asking daddy dear for a bottle of Grange from the cellar - after which we see him decide to take the Lotus for a spin and crash it into the local tennis club.
Mind you, there would be a cut scene where the cops arrive and the boy says "Do you know who my dad is??" to which the policeman replies (whilst ruffling the boys hair) "Well as long as you promise not to do it again" *wink*.
* And yes, I do remember former Victorian Premier Steve Bracks' son being picked up for drink driving - but let's remember he lives in Williamstown, which lovely though it is, is a western suburb.
Here's the full version (apologies that it repeats 3 times);
It's a well-made ad and uses CGI to great effect - I just wonder why the family portrayed are low income, and why they all seem miserable. It almost insinuates that low-income families are more likely to let their kids drink at a young age - and that low-income families have less common sense when it comes to parenting.
It is indeed a fact that there are higher incidences of crime in low-income areas, but underage drinking is something just as likely to be undertaken by the rich kids living in the eastern suburbs as by the poor kids out in the west.
Of course, when the rich kids are sprung for underage drinking on the streets of South Yarra they're more likely to be let go with a warning than end up with a criminal record - because the kids in the western suburbs have to be 'made an example of' or 'taught a lesson' so as they don't continue on to 'make a mess of their lives'.
I might be reading too much into it - but hey, that's my prerogative. I would like to see a second ad showing a young boy in a pink polo-shirt and tweed pants asking daddy dear for a bottle of Grange from the cellar - after which we see him decide to take the Lotus for a spin and crash it into the local tennis club.
Mind you, there would be a cut scene where the cops arrive and the boy says "Do you know who my dad is??" to which the policeman replies (whilst ruffling the boys hair) "Well as long as you promise not to do it again" *wink*.
* And yes, I do remember former Victorian Premier Steve Bracks' son being picked up for drink driving - but let's remember he lives in Williamstown, which lovely though it is, is a western suburb.
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