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(generated from captions) LAUGHTER we win or lose. This could be whether or not Just do it. This could be win or lose. I don't think it's The Bad Seeds. The Bad Seeds? You don't think it's then. I'm going to say Birthday Party, Correct answer. APPLAUSE at the end of the show they are... The scores are being tallied and ended up on 12 points, ..Alan, Jade, Steve with that question, 13 points. Myf, Suggs and Stephen won the day APPLAUSE Now we're talking! Let's form a band! nothing else in their lives. The poor things, they've got it's only a game. It's...can I just say, It doesn't matter. LAUGHTER we won the game. # # We won the game, Losers!

I've already moved on in my life. LAUGHTER for tonight, Would you please thank our guests

Suggs and Stephen K Amos. Jade McRae, Steve Coogan, APPLAUSE Alan Brough and Myf Warhurst. And of course our two team captains, APPLAUSE with a clip We'd like to leave you tonight of Steve Coogan's alter ego, chat show host, Alan Partridge, sports reporter turned attempted the show Knowing Me, Knowing You. and his tribute to ABBA from Spicks And Specks, Thanks for watching good night, Australia. my name's Adam Hills, APPLAUSE Take a ch-ch-chance # Take a chance, take a chance Take a chance... # T-take a ch-chance I'm the first in line # If you change your mind Take a chance on me # Honey, I'm still free I'm gonna be around # If you need me, let me know If you're feeling down # If you've got no place to go # That's all I ask, honey Oh! # Take a chance on me # Chiquitita, you and I know # Can you see the stars, Fernando?

# Winner takes it all # Mama mia # Here I go again # I have a dream a man after midnight # Gimme gimme gimme # Voulez-vous

# Ah ha! # Take it now or leave it

# Now is all we get # Nothing promised, no regrets # Voulez-vous

# Ain't no big decision # Ah ha! # You know what to do # I can still say voulez-vous # Voulez-vous BOTH: # You can dance

# You can jive # Having the time of your life # See that girl # Watch that scene # Dancing Queen # Dig it the... # Thank you for the music

# The songs you're singing you're bringing # Thanks for all the joy

I ask in all honesty # Who could live without it? # What would life be? # Without a song and dance # What are we, so I say

# Thank you for the music # For giving it to me # Waterloo-oo # Knowing me, knowing you

# Ah ha! # APPLAUSE Closed Captions by CSI

This program is not subtitled THEME MUSIC

AUDIENCE APPLAUDS G'day, I'm Wil Anderson. Welcome to The Gruen Transfer, inside the minds a show that takes you

advertisers. of the people who go inside yours - our panel of experts includes Tonight, from Leo Burnett, Todd Sampson, Russel Howcroft. and from George Patterson Y&R, APPLAUSE Hello, Wil. director Dan Gregory, We're joined again by SMART creative and making her Gruen debut, Carolyn Miller. a planner from Remedy, APPLAUSE They say that everybody has a price, figures who can't be bought. but surely there are some public punk rock icons. Mavericks, outsiders, Well, no. exactly which brand former Sex Pistol Coming up later we'll show you Johnny Rotten has sold out for. it's time for What's It For, But first, from another country where we show an ad chopped off the end. with the all-important product shot As the segment title suggests, what the ad might be flogging. all you have to do is work out FLY BUZZES (COUGHS AND GULPS) BIRDSONG KEYS CLATTER WATER SPLASHES ON TILES (MUFFLED BUZZING) POP! (BUZZING) AUDIENCE LAUGHS

it would have been funnier I still think if he'd gone, "Hey, pull my finger." for what that ad was for? What clues did we see for motorbike helmets Originally I thought it was it was for, maybe, and then I thought AUDIENCE LAUGHS Virgin non-stop flights to LA. What did you reckon, Carolyn? Well, I think with the outdoorsiness is still trying to get away, and the fact that the fly repels flies on the outside perhaps Aeroguard, that powerful. even when it's inside - It's got a nice dynamic. is the wrong shape Although that Aeroguard container AUDIENCE LAUGHS to have near your bum, I would say. Russel, you got any clues? AUDIENCE LAUGHS For me, the obvious one's Metamucil. Dan, what do you reckon it's for? I was thinking maybe recycling. I don't know, Or maybe low-pollution exhaust. AUDIENCE LAUGHS OK, what was the ad actually for? POP! (BUZZES) AUDIENCE LAUGHS AND APPLAUDS Portable Sat Nav. Take the second exit into the colon.

AUDIENCE LAUGHS Thanks, I'll stay right where I am. Life's pretty straight without it. The Gruen Transfer. APPLAUSE Tonight, weight loss programs. One in three of us is overweight, one in six obese. Fat is a hot and heated topic. weight loss is sold, Let's look at some of the ways the before and after shot. starting with going to the cinema, 'As much as I love to squish into those tiny seats. I always hate trying I had this awesome moment And then recently where I realised I don't have to worry about that any more. I actually fit. It was an amazing moment. We spend every moment helping people change their lives. They make sure that all the products have the right vitamins and minerals. I haven't felt this energetic and this alive...ever. Dan, what's the secret of the perfect before and after shot? Why you asking me? AUDIENCE LAUGHS APPLAUSE Technically, one in five of us is obese and he's a bit sensitive. Look, the key to any good before and after shot, it's about transformation. Ideally you want to find a princess who currently looks like Shrek. You know? Cos it's a torture test. You want to say, "Look, if we can transform this into this,

imagine what we can do for you." So we're selling hope.

But you know what I don't like about before and after shots? Is that they're implying that the success is the norm, not the exception. And it is the exception, so they're kind of confusing possible and probable. So it is possible to lose 60 kilograms in three weeks, it's highly unlikely you're gonna do it. And for every one that does it, 99 don't. You are selling hope here, Todd. You're not gonna try and sell the idea that you're gonna fail. Why would you do that? Because they make their money from people repeating.

If everyone went on a diet, lost the weight and never put the weight back on, they'd be out of business.

Well, that's actually a problem with the business, not the advertising. Cos I mean, all we can do is get them to trial it. Whether they succeed or not is actually a fault with the product, that's a marketing issue more than an advertising issue. I don't even actually go on these programs. I just go and buy really big pants and hold them in front of me. That's right. And feel better. Check out another ad that goes before and after. Looking back, I can't believe what I was missing out on. Not any more. Now I keep my weight off the easiest way I know how. By replacing two meals a day with any shake, soup or bar from the Biggest Loser Club range. So kick-start your own weight loss journey. You see lots of healthy sporty activities in these ads. Carolyn, what are the other must-have elements in a weight loss campaign? The fat pants and the before and after are obviously the classics. But basically what these ads are doing with hope is more than that, it's about high self-esteem. So you don't see real sport, you see social activities where people are having fun and not being self conscious. And that's really tapping into the mindset of how a lot of fat people actually feel in society. Is this selling hope, or is this selling an extreme version

of what could potentially happen? I don't know, what is it doing? Or is this selling insecurity that fat is bad? I don't know, what this is doing is, it is advertising to a need that exists and this is a need that genuinely exists. Wait, Russel. It's not...the majority of people who join these programs don't actually join it for health. They join it cos of how they feel about who they are. Yeah, yeah, yeah. Well, that's health.

OK, but these ads are working on that feeling. Yes. OK, so we agree on that. Yeah, and they're working on that feeling because they know that that's the way that they can help these people. Here's a spot from Weight Watchers. I found a lot of inspiration within the other girls that were going there to lose weight, cos I'd sit there and I'd listen to them. Oh, yeah. I so felt like that. 'Get your weight loss off to a great start with Weight Watchers' new Super Start. Register free today and save. I go to those meetings too. Not to lose weight, just to meet chicks. AUDIENCE LAUGHS

They're really cheap to take to dinner. AUDIENCE LAUGHS But the thing is, those women look perfectly normal to me, you know? Beyond those before photos you almost never see a fat person in a weight loss ad. Dan, why is this? I know, it's a bloody disgrace. AUDIENCE LAUGHS Look, you do see them in the before photos, but I think it's the old advertising maxim, you don't sell the sausage, you sell the sizzle, or in this case, the lack of sizzle cos dry frying is low fat.

But that' know, in a car ad you don't show the shitbox you drove into the dealership with, you show the dream. That ad's actually about help, right? It's about a group. It's about people getting together and supporting each other

through a serious issue, and finding kind of comfort among like-minded people. Which, no doubt, is really important for success. Absolutely, and that's Weight Watchers' point of difference, it's about group help, it's about not going it on your own. But I think you raise an interesting point, I do think the target has broadened beyond people who are obese or people who are fat

into maintenance of weight. But I also think that this is very much about the idea that stories are motivating. Because that's why so many women's magazines go on with the star's diet and one of the first questions a fat person who has lost weight and is now of a normal size weight will get asked is, "How did you do it?" It is really motivating for other people to know that it can be done and you feel a sense of familiarity with it. Wouldn't you like one of them to just go one day, "Mostly crystal meth." "Heroin addiction's done wonders." "I haven't slept for three months." AUDIENCE LAUGHS The other thing you see a lot in weight loss ads is folk in reassuring white coats, doctors and pharmacists. Being overweight is a real health issue and as a doctor, I see the consequences every day. New XNDO is a total system. Look for a system based on science. XNDO is based on a science breakthrough. Science which gives you tools for losing weight and keeping it lost. 'Find your local participating Amcal or Guardian pharmacy and you've found your personal XNDO practitioner.' Science. Russel, do you think they emphasised the word science enough in that ad? They did get very over-excited, didn't they? I mean, pharmacists, as we know, they're fantastic retailers. They are absolutely brilliant at what they do. Good pharmacists make very good money and this is something which they would love,

the idea that they're involved with something scientific. Cos of course, if you're a pharmacist it has to be that. Otherwise you're unlikely to want to be endorsing it. So, yeah, they mentioned it a lot. I mean, XNDO. What is an XNDO? (LAUGHS) What is it? I don't know what it is. But I know it has to do with science. It's like that. It's all about science. The thing with using doctors

is a pretty well-known strategy within this category, it just buys a bit of credibility. But we sometimes forget that we audition doctors like we audition models and celebrities. You know, we look for one that looks good, that fits with the brand, and the only difference is they have a degree. So this guy has nothing to do with that product other than, yeah, he's paid to do it. Choice Magazine, by the way, recently slammed almost every pharmacist-based program on the market for being all front and no follow-through. Now let's look at a high-profile current campaign. 'That was me. I've already lost over 10kgs. Now I can see my knees, I've got knuckles, I've even ditched my fat pants. What you learn from your Jenny Craig consultant is what, when, how to eat equals 'skill power'.' Chocolate mousse! I haven't weighed under 100 kilos since the last century. Sadly, there's only one spoon. 'Who would have thought you could lose weight whilst you're eating...' ..macaroni cheese? Now, Magda's one of Australia's most beloved people. That's an incredible coup. Todd, what do you reckon Jenny Craig would have paid for Magda? Um...I actually don't know, but I think she's a brilliant endorsement for the product. I think she's a great choice, down to earth, really nice person. I also think she needed help, and I think this would have been partly her wanting it. So I think it does two things, I think she gets help and I also think that it helps her normalise a battle that she's having publicly, as a celebrity. But she would...I mean, she would be your perfect candidate. The most beloved person in Australia. She could sell, like, toys made out of asbestos. Do you know what I mean? AUDIENCE LAUGHS Yeah, but it's even better selling Jenny Craig and selling a journey - that's even better. I mean, this is a seriously good story. What sort of money, though?

I don't know, and you know what? I don't care. I reckon... I just want to...I reckon there's people at home going, "How much would she get paid for something like that?" If you had to guess, what sort of number would it be? What would you guess? I'd guess 250. Really? Yeah. She's working hard for this. This isn't going away and shooting an ad, this is a lifestyle that she's living for three months, possibly six months. And she's constantly being interviewed, you cannot pick up a women's magazine without a double page spread about this story. This actually is commerce genuinely tackling a problem which I think will have major effects. Like mass effect. This is a good... I don't think... This is a good story. I think in your world, your clean, capitalist world where everything runs... Runs well. That might be true. Runs really well and profitably. Yeah. I don't think all these companies are bad, even though I question, sometimes, the strategies and tactics that they use to make a sale,

cos they're in business, as you said, that is their business model. They use techniques that add to the problem as well as helping solve it.

It's one of those unique things

where you make people feel bad about themselves is more way, shape or form, through comparison,

through before, afters, whatever that's gonna be, and then you provide the solution to get them there. Yeah, yeah, yeah. There's no new news in creating the problem to solve it.

There's no new news in doing that. That has been going on forever. OK, but in that capitalist world, I don't think we should all go, "Well, that's great. Let's just go with it." Yeah, but hang on a second. I think that there is a really strong underlying rational story

that goes on with many people, which is why this is a good story. In March, The Australian reported that Jenny Craig had struck a deal with the Women's Weekly and A Current Affair.

The Women's Weekly got its cover story in which the name Jenny Craig appeared ten times in two pages. A Current Affair chipped in with two stories that not only interviewed Magda but another Jenny Craig client. The two were so positive about the company that a reporter felt a need to turn to the camera and reassure viewers. And they're nice, you know? That's exactly it. And they're not... they're just naturally nice. Naturally nice, yes. Not an act or anything. This isn't an ad, you know. I know! I know it's not. But... It's true, though. It's all true. (LAUGHS)

I think she thinks it's an ad. It's not. All right, Carolyn. In what sense is that not an ad? AUDIENCE LAUGHS In every sense, that's an ad.

And if he's going around the path of saying, "Look, this wasn't shot for a 15 or 30 second spot and therefore it's not advertising," that is so far removed from how we define advertising in the industry. So if you're a brand ambassador and you are talking the brand, that's an advertisement. Me as a commercial platform.

That's its idea, the idea is to match buyers and sellers. That's what it's about. I love that you think programs get in the road of the ads. AUDIENCE LAUGHS They do! I tell you what, there'd be no programs if there were no ads.

Todd's gonna explode. He is on another planet. But it is on ACA not on Today Tonight or the 7:30 Report, let's remember. And both ACA episodes had Jenny Craig ads in the break. In an email to us, Jenny Craig denied any link between editorial and its advertising placement, but so far this year the company has put more ads on Nine than on any of the other TV networks combined. So, Dan, how do companies decide where they're going to put their ads? Look, there's a lot of numbers and research that give us ideas about reach and frequency. They tell us what shows are rating, what media's rating with particular audiences. But you know, a deal was done, someone sat in a room and said, "Listen, Magda doesn't do a lot of interviews, would you like to do an interview with Magda? Yeah? Great. Oh, by the way, we've also got some ads to run, what kind of price can you do for us?" This is just a great story in terms of the power of getting the right brand endorser. You get the right person for the right brand, and, OK, that may well be in editorial as opposed to advertising, but you immediately associate them with a brand that they are trying to sell. And we don't have any problem with the idea of advertising crossing over into the world of editorial

and being presented as editorial? Clearly YOU don't. It has for 100 years. I don't think that's what's happening here. I just think the fact that they've got it so right with her that the story becomes the Jenny Craig story. I think it's clearly happening here, Russel, and I think that's the way PR works. I think if you took PR out of the equation

you'd have, you know, one newspaper that was five pages thick. Yeah, because public relations fuels the news. Absolutely. Yes. If you'd like to talk about weight loss ads

or anything else you've seen on the show, there'll be a web forum with Russel, Todd and I straight after the show at our site: Hope to see you there. Gruen. Just like a chocolate milkshake, only crunchy. APPLAUSE

Now The Pitch, our weekly challenge to a pair of ad agencies to sell the unsellable. The winner receives this Gruen trophy with no further repayments until 2013.

Tonight we've asked them to come up with a campaign that'll make us donate money

to the super-rich CEOs now facing smaller payouts thanks to the global financial crisis. They're doing it tough, folks. Real tough.

Can our ad men do something different this week? Please welcome, from two digital agencies Sputnik's Steven O'Farrell APPLAUSE And Soap's Brad Eldritch. APPLAUSE Steven, how did your idea come about? To make it work, we focused on the insights that these billionaires really are the masters of outsourcing, with the question being, "How would they live

if they couldn't afford to pay their assistants any more?" Awesome, let's have a look. 'This is Brian. Brian was once a CEO for a hedge fund. But all that changed last year.

As a result of the global financial crisis Brian lost his entire share portfolio and superannuation fund. Today, Brian's former lifestyle is just a memory. Now he must do everything himself, and that's a hard thing, because Brian doesn't have the necessary skills. Even preparing a simple meal can be distressing. But you can help. Through our website, you can equip CEOs like Brian with the skills you and I take for granted. Choose him a range of tasks such as boiling a kettle, driving, or carrying golf clubs. Our trained counsellors will then help them master these tasks and apply them in everyday life. You'll share in their successes with regular progress updates from their Blackberry. So please, help a CEO today. Because in hard times you need a soft landing.' APPLAUSE Fantastic. All right, Brad. Where did you strike it rich?

Well, we initially went down the Band Aid path, you know, we thought we could get a group of CEOs into the recording studio and perhaps have them record a little charity song like, ah, We Had The World, perhaps. Right.

But then we thought, that's probably not really a long term solution, so we went back and re-read the brief and it was the first line of the brief about their retirement plans being absolutely shattered that dictated our idea. Let's have a look. 'Imagine what it's like... ..sends many into a dangerous freefall. In the past you might have thought, what can I do? But now there's a charity making a difference. Welcome to Golden Parachutes Retirement Community. We offer a wide range of facilities and activities to keep our residents stimulated at all times. And in the common recreation room, our residents learn to play Monopoly instead of starting one. Of course, it's not all just fun and games. Our experienced medical staff are on hand to treat all-too-common ailments... So where's all the money gone? I do not recall. ..such as early onset dementia. Without Golden Parachutes,

dozens of failed CEOs would be forced back onto the job market. By supporting our benevolent fund, you help ensure their retirement before they can bugger things up even more. APPLAUSE

OK. Panel, what did we think, Russel? Well, I'm disturbed by this topic. I like the Soft Landings though, Steve-o. Sputnik. All right, OK. What did you think, Dan? Um, I thought the Golden Parachute was incredibly funny but I just...there's such an interesting truth in the idea that rich bastards provide jobs. So I gotta go with Steve's, I may stop giving to charity. AUDIENCE LAUGHS Carolyn, what did you think, mate? The first one is just exactly

what you'd imagine CEOs being like. Great up there but a bit crap on the ground.

So it's the first one. All right. Todd, what do you reckon, mate? I like both of them. Very different ideas than we've had on the show before, which I really like. I thought they were both really good, I liked Soft Landings as well.

All right. Well, fantastic. Congratulations. APPLAUSE

Tonight's ad of the week brings a new and confrontational approach to the area of child abuse. It's not easy viewing.

So he says, if she's not good enough for her family, she's not good enough for mine! (ALL LAUGH) Which brings me to my little princess who was certainly good enough for me,

if you know what I mean. (LAUGHS) Today's the day I hand over Melissa to Tom. Forgive an old bloke for getting a little sentimental, but I look at Melissa today and I remember the first words I ever said to her after sex. Don't tell Mum! (LAUGHS) (CHEERING AND APPLAUSE) Now, in conclusion I'd like you all to be upstanding. The ad uses humour or something like humour to engage the audience. Dan, does that run the risk of trivialising the subject matter? I don't think this ad's funny at all, for a start. I think humour can be a powerful tool for making a tough topic accessible, or it can be used as a weapon of justice, but there's no justice in this ad. You know, it doesn't have a conclusion

that allows me to do anything about it. I watch this ad... if the ad had finished with, um... "How obvious does child abuse have to be before you report it?" Then all of a sudden it's given me something to do and I know where to go with it - but this gives me nothing.

Yeah, I think you need to separate strategy from execution, so from a strategic point of view I think it's a good idea to raise awareness of the impact of child abuse in adults. I think that's really good. From an execution point of view, I think it's insensitive rubbish. I'm embarrassed by it. Yeah, the humour is the perpetrator revelling in his crime. I mean, that's disturbing. If it had been her cracking jokes at his expense

so that he was belittled, there'd be some justice in it. There's nothing like that. It does suit the tagline, though, you've got to say that it does. Like the tagline is, "If only it was this easy to get over." Yeah, but it's gonna be harder now, because you've ridiculed these people in front of millions of people on national television. It doesn't answer that for me at all. It gives you nothing to do. "If only it was this easy." See, the problem is, is that child abuse is a controversial topic as it is. You don't need to do anything more to make it controversial. And by making it humorous you're not appealing to victims, you're certainly not putting it in the face of perpetrators and I don't know what it's doing for the rest of society who aren't being directly impacted by it. It's an interesting area, isn't it? Cos you talk about the sensitivities, and there's obviously a great deal of sensitivities. Russel, is this one of those areas where you have to be careful about, I guess, not offending the people who've been affected by child abuse?

It's funny, isn't it? Because ultimately the purpose of this ad is to talk to the people that have been victims. I mean, that, to me, is what it's trying to do... No, no, I don't think so. What I think it's doing, I don't know, because I agree with you, I think for the victims it's soul destroying, the perpetrators would think it's funny and snicker at it. I think they're trying to aim indirectly at the government, and if that's the case, cos they're not government supported, then I think that's a very cruel, hardcore way of trying to get the government's attention. In my mind, what it's trying to say is that there is a group that can help.

Yep. That's what it's trying to do. What kind of help are they offering? Oh, we'll help your dad with his wedding speech. They're offering absolutely nothing in terms of help. But is that their fault or the fault of the person who made the ad? Yeah, that's one of the things... Well, both. Yeah, one of the... sort of in this space, if you like, in this Community Service space the advertising agency probably wrote the ad for nothing,

they would have provided all the service et cetera for nothing, and so that dynamic sometimes can get you into a situation

where what you end up producing is absolutely not purpose-built. You know, it started with a really beautiful thought, someone wanting to make a difference, how did it then end up in something that it seems all of you are not so impressed by? I think strategy and execution. They got an idea they thought would cut through versus an idea that would be sensitive

to people who have suffered. I think the idea got in the way of doing what was right. I agree, I agree. I think a bit of slack. Cut a bit of slack, because of what I'm saying with regard to... ..these things are done out of the heart, there's a whole lot of good will that goes into making these things. But, Russel... who cares if it's done...

..I get it, that they did it all for free, but I read a quote that came out from someone who saw the ad,

and they said, "Would we still laugh if that was murder in the ad?" And I thought, "Oh, that's really shocking." Then I followed the quote, and the quote said, "Because being abused as a child is murder, except your body is still alive." And I thought, if you're going to do that to one, two, two million, whether it's a million people then that's not right. They should be sensitive to that. It lacks understanding, and because it's a charity ad I reckon they've cheated on the process. If we were doing an ad for any other kind of product, we do a factory tour, we talk to the person that makes the product, the person who runs the service, we get some insight and understanding around that. Yet this feels like they didn't sit down with people who've been abused and had conversations and gotten inside. The biggest problem I have with this whole thing is that this was an ad generated to create buzz. And if there's one topic of conversation which needs action and not buzz, then it's child abuse.

Is the problem, though, Carolyn, that no-one is talking about it? Is that the problem? Is what they're trying to do is actually get their issue on the agenda, because you know, if it's two million people as they're saying, that is a lot of people and yet nobody talks about it because it is a dirty little secret.

Maybe that's what they're trying to do. But what's the cost of doing that? I mean, there are other ways. I don't think the options are do that or do nothing. I think there are other options to communicate that strategy in a way that's still impactful. I know I'm putting you on the spot, but I think this is obviously a cause that could do with some support and could do with good advertising on TV. You know, how would you tackle something like this? For me, the number. The killer one is the sheer size. So this isn't a niche issue. This a big issue, which...two million? Yeah. Two million Australians. So that, for me, I think you can probably write a campaign around that number. As far as I'm concerned, the biggest way you could tackle this problem on that mass is saying, "This is what child abuse is.

If you are doing this, stop it." Yes. Go and seek help. Yeah, I agree. I think the target market doesn't need to be the general public. I think, to Carolyn's point, the target market should be the perpetrator. I mean, one of the best ads I've ever seen,

it was an anti-rape ad in the United States. Simple headline, "One in four women will be raped in her lifetime.

Will it be your mother, your sister, your daughter or your wife?" That is an ad targeting men about rape, and that ad hits home. That ad changes my perspective about how I see women. And that's what I think this needs, is a real understanding of what's going on in the perpetrator's mind,

and how we can shift them out of that behaviour. You're watching The Gruen Transfer. Coming up, we'll show you the brand that made Johnny Rotten sell out. APPLAUSE That's all for tonight. Next week on The Gruen Transfer we'll show how advertising can improve school grades, convince parents that plastic surgery is the right thing for six-year-olds and pretend to be concerned about the health of Julia Morris's rear end. Well, I have to get moving. Doing some stand up? No, some sit down actually. (LAUGHS) Please thank our panel of experts, Todd, Carolyn, Dan and Russel. APPLAUSE At the start of the show we promised to update you on former Sex Pistol Johnny Rotten. If Keith Richards can spruik for luggage and Bob Dylan lingerie, why can't Johnny Rotten sell dairy products? I say good on him, I love this ad and the brand is laughing all the way to the bank. Since the campaign debuted late last year, sales have gone up 85%. That's anarchy for ya. Take that, establishment, and don't forget our website forum, starting any minute now. See ya next week. APPLAUSE Do I buy Country Life butter because it's British? PUNK MUSIC PLAYS Do I buy Country Life because I yearn for the British countryside? CAR HORN BEEPS Or because it's made only from British milk? Nah. I buy Country Life cos I think it tastes the best. It's not about Great Britain, it's about great butter. Closed Captions by CSI

This Program is Captioned


Good evening. A boat

carrying 49 people has been

intercepted off the north-west

coast of Australia. They were

spotted near Ashmore Reef. The group is believed to be from

Afghanistan. A Navy boat is

taking them to an immigration

detention centre on Christmas

Island where they'll have

health and security checks.

The Federal Government's second

attempt at a tax hike on

alcopops looks likely to be

defeated. The Federal

Government will introduce

legislation next month to

ensure it can keep the money

it's already raised from a 70%

tax increase on pre-mixed

drinks. But the Opposition and

the Family First Senator Steve

Fielding say that's a one-off

deal and it won't be made

permanent. And, the union

representing child care workers

is disappointed that ABC

Learning employees haven't been

given guarantees about their

jobs. The child care company's

receivers have announced most

of the centres deemed

financially unviable will be

kept open under new operators.

But 19 centres are being shut

down and staff at those will lose their jobs, and there are

no guarantees that even the

ones that stay open will employ all the current staff. More news in 'Lateline' at