Having meaningful conversations about systemic racism and social immobility can connect people as much as the act of absorbing someone else’s microcosm of grief and relating to it. Ideally, I think, the conversations should encompass both the macro issues and the micro everyday scenes: acknowledging the social values that might hinder social change and communicating the process of witnessing everyday pain that reminds us of our shared humanity.
The Southern Man advert is aiming to speak to a specific audience of beer drinkers, assumed by Speight's to be men. Other beer companies have played with similar received notions of masculinity. Tui, another New Zealand beer company, have run adverts where rural ‘blokes’ who run out of gas for the BBQ decide to power it from the farts of a nearby cow. This is seen as a representation of the much lauded ‘Kiwi ingenuity’. Another example of the stoic, terse masculinity of what advertising companies imagine farmers to be is the advert Toyota ran in 1989 that sees a series of farm accidents with the farmer responding ‘bugger’ after each of these.
In regard to how much pre-determined ‘luck’ compares to perceptions of social mobility, it is useful to remember that both luck and feelings of free-will play into social inequities. Social security measures that aim “to help people help themselves” could better acknowledge whether people really feel like they have a choice to contribute to their own and others’ circumstances, and then care for ‘being’ part of that change.