Index
Targets of satire
What the campaign has aimed its comedy at, from jingoism and bureaucracy to the culture wars, social media and, increasingly, advertising itself.
- Advertising conventions and self-parody 3 ads
- In its later years the campaign turns its satire inward, poking fun at its own genre, mythology and history.
- Generational conflict 2 ads
- Boomers, Gen X, Millennials and Gen Z are all mocked equally and affectionately — a bilateral satire applied to age rather than politics.
- Government and bureaucracy 9 ads
- Politicians, premiers, auditors and institutions are punctured throughout the campaign — affectionately at first, more pointedly after 2020.
- International comparisons and rivals 7 ads
- From competitive mockery of Europe and the UN to affectionate trans-Tasman rivalry, the campaign measures Australia against the world.
- Nationalism and jingoism 12 ads
- The campaign's founding target: exaggerated national pride, embodied and mocked at once through the Kekovich caricature.
- Political division and the culture wars 8 ads
- The campaign mocks the structure of political conflict itself, endorsing neither left nor right — a bilateral stance that is a strong convention, not a law.
- Social media and digital life 5 ads
- The campaign is critical of digital disconnection but affectionate toward the people caught up in it — real connection always wins.