The original 1987 ‘Aussie Kids are Weetbix Kids’ TV commercial.
In New Zealand, there are many topics which are not discussed. Ethnic inequality or social imbalances 1, is one of them. Though these topics are deemed sensitive in Aotearoa, this does not mean they should not be questioned. I was reminded of this in Siliga David Setoga’s captivating lecture.
Setoga not only questions social ideas through food and art, but also, encourages us to address our own identities and relate them to greater society; to ask the pressing questions about ethnicity. When listening to how Setoga uses labels and identity within his artwork, I thought of this sensitive topic: White Privilege. Particularly when he referenced ‘Kiwi kids are Weetbix Kids’.
Growing up in Hamilton, and going to, predominantly white, private schools, meant my view of the Pasifika culture was limited. As I grew older, I could analyse these issues, and partake in school groups such as the Polynesian group; learning to sing Samoan.
Setoga reclaims his identity as a Pasifika; as a New Zealander, through the use of food. His thirty minute video depicts this. Wearing a jandal tan and lavalava, Setoga was, at first, hesitant around the Weetbix, then realised the Weetbix had no power over him. By using food to critique ideas, Setoga instills in us understandings of Pasifika and New Zealand identities.
Setoga stated, he felt: ‘neither here nor there’ 2. This to me, summarises my understanding of what minority can mean for many. It is an issue which New Zealanders must acknowledge, and address further. Are Kiwi kids Weetbix kids? The 1987 video certainly makes this look unlikely.
This blog post brings to light some significant discussion points, I applaud you for addressing privilege and being open to new ideas and perspectives in your own life. On the surface I found this ad so ridiculous that It was almost humorous. But more importantly, this ad conveys a deeper issue. Aside from the fact the the majority of children shown in this ad are blonde haired and white, It presents a certain culture and values about what a ’kiwi’ kid is. Those children who could not relate or are not represented in this ad are therefore labelled not ‘kiwi’. It is essential for us to revaluate what it means to be a Kiwi, it means that different cultures, perspectives and ages are represented. Shouldn’t everyone be able to eat weetbix? It’s a cereal after all!
What makes us ‘Kiwi’? We have labels of being outdoorsy, loving rugby – but if we don’t confine to any of these, does it make us any less ‘Kiwi’?
In an increasing culturally diverse society, perhaps it has become harder for immigrants to identify what these Kiwi values are. Today, we are taught that being a Kiwi is ‘being nice to people’ and ‘accepting all’, but are those cultural values or humanistic values? As you noted Setoga felt, ‘neither here nor there’ – I think the problem with cultural values is that they aren’t declared. Rather, they are shown in mannerisms that you naturally adopt if born here, making them harder to follow.
On a more important note, it certainly sounds better as “Kiwi kids” than “Aussie kids”.