The Rudd government wants to overhaul Australia's image abroad, ditching the traditional images of bronzed Aussies drinking beer on beaches and cheesy strine colloquialisms like "where the bloody hell are you?", so favoured by the traditionalist former government, in favour of a new campaign promoting Australia as "a mature, creative, innovative society". (Those drawing parallels between Rudd and the early days of the Blair government in Britain will see echoes of Blair's "Cool Britannia" here.) Anyway, a number of ad agencies and magazines have had a go at coming up with ideas:

The Sydney Magazine approached a few advertising companies for inspiration. One of them came up with the slogan "Sydney. Proudly UnAustralian".. It features that great staple of Australian tourist brochures, the Sydney Opera House, but with a twist - it's white-tiled roof is emblazoned with the words "NO WAR" in bright red paint. Another image features two butch rugby players locked in a passionate embrace.

"Sydney, it's a bit like London. Classic Museums, Rich History, Hyde Park, Paddington, the Queen on Our Coin. It's just lacking the miserable weather, miserable people, pasty faces, snobby bitches, soggy chips, warm beer, cold winters, teens pushing prams, lager louts, slappers, geezers, madcow diseases."

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