SBS World News’ Janice Peterson advocates for smashed avo in new tongue-in-cheek ads

Everyday people are transforming into Janice Peterson as part of a new marketing campaign for SBS News which demonstrates the channel’s ability to help consumers understand complex issues.

Each ad sees an individual morph into Peterson, who slots into the conversations, providing facts about a particular issue, including whether ordering smashed avo actually harms your chances of getting onto the property ladder.

The ads tackle issues include the housing crisis, climate change and the ongoing conflicts in Syria and Korea in a light-hearted way.

According to SBS, the latest campaign aims to promote ‘big thinking’, encouraging Australians to engage with the news through SBS’ various platforms.

Jim Carroll, SBS director of news and current affairs, said the campaign comes as SBS makes enhancements to its multi-platform news offering.

“Whether it’s watching at home on TV or streaming on-the-go via our new app, we’re committed to making it as easy as possible for Australians to connect with trusted, in-depth reporting from Australia and across the world,” Carroll said.

Jane Palfreyman, SBS director of marketing, said the latest work was “not a standard news campaign”.

“With an irreverent tone, the bold creative highlights SBS News as accessible, trustworthy and analytical, combining everyday situations that consumers can see themselves in, with discussion of the issues that matter most to them,” Palfreyman said.

The campaign also has a digital element, with SBS News providing new updates through ‘live headline’ display ads.

SBS’ new campaign will run on owned channels through until April.


  • Director of Marketing: Jane Palfreyman
  • Head of Group Marketing: Uma Oldham
  • Marketing Manager: Anna Saunders
  • Brand Manager: Sam Blachon
  • Claire Dumont – Digital Campaign Manager
  • Head of Creative Services: Joel Noble
  • Creative Lead: Matt Coe
  • Art Director: Kurtis Richmond
  • Creative: Ben Skinner
  • Support Creative: Robert Pirouet, Russell Bartlett
  • Print & Digital Designer: Alison Hastie
  • Motion Designer: Emy Dossett
  • Support Designers: Shaun Roberts, Brad Chandler, Madeleine Dudley, Megan McPhail, Neera Sumer, Vanessa Meagher,
  • Producer: Greer Bolomey
  • Shoot Producer: Jo McNulty-Clark
  • Grade: Alyn Mykas
  • Audio: Bruce Dale
  • Production Coordinators: Lucy Everingham & Martin Carroll
  • Media Agency: Bench Platform

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