Ad pastiches mining industry’s ‘This is our story’ campaign

A group backed by the Australian Manufacturing Workers Union has launched another guerilla attack on the mining industry with a pastiche of the ‘This is our story’ campaign.

An online video, called ‘Paid extra’, lampoons Australian Mining’s sanitised portrayal of itself through advertising.

(2.45pm update: Mumbrella has disabled embedding of the video following a legal letter from Xstrata Coal. The video can be found on YouTube here.

(12.45 pm, 24th April update: the video has been removed “due to a defamation complaint”)disabled youtube

The culture jam follows a series of ‘This is the real story’ ads launched in November.


Creative and Production: Manic Studios
Client: Australian Manufacturers Union
Voiceover: Charles Firth



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