Banjo Paterson would be dumbfounded

Press, 30 August 1986, Page 34

Banjo Paterson would be dumbfounded

By

DEBRA BULL

through NZPA Sydney “Waltzing Matilda,” Australia’s most famous song, seems destined to be a flop as far as the advertising world is concerned. The lack of interest in using Banjo Paterson’s words is almost enough to make a swaggie leap into a billabong. A musical greeting card, a company that makes souvenirs and novelties, and a clothing manufacturer — that’s about the total expressions of interest in using the song and words since Paterson’s granddaughters gave a U.S.-controlled company the rights to licence the 91-year-old poem.

And the greeting card — to be made by a Sydney company, Meggies Cards, complete with an imported musical micro chip — is the only project under way. But talks are also being held with a number of banks and airlines — Australian Airlines, formerly T.A.A., refused — to persuade them that "Waltzing Matilda” on their chequebooks, pass-books or tickets would boost their corporate image. The Australian Tourist Commission has also been approached with the idea that “Waltzing Matilda” could be an adjunct to their successful Paul

Hogan advertising campaign, because of its domestic and international recognition. However, while the licensees, Hanna Barbera Australia, claim “Waltzing Matilda” can “greatly increase your sales and profits” by putting “a legend behind your label” advertising industry leaders believe its potential is very limited. “The advertising industry is not breathlessly awaiting the release of the lyrics of ‘Waltzing Matilda’ to run out, and do something,” said Mr Bruce Potter, general manager of Mojo Australia, Pty, Ltd, the company that has penned “I feel like a Toohey’s” and “You oughta be congratulated (Meadow-Lea).” “I really don’t see how you could use it to sell Commodores, Sterling cigarettes or Tooheys beer,” said Mr Potter.

Some products, such as a damper called Coolibah Tree, for example, could

benefit because the poem’s words fitted the product.

Mr Potter believed the “Waltzing Malilda” tune (the copyright of which is public and available free to anyone) was sufficient to portray Australia, without the lyrics as well. Mr lan Dawson, of Monahan Dayman Adams, which wrote "C’mon Aussie, c’mon,” said people usually bought the rights to popular songs and lyrics because they were adaptable and universal, ‘but Waltzing Matilda’s’ lyrics are not adaptable, I would have thought.

“I’m not too sure too many Australians would understand the lyrics of ‘Waltzing Matilda,’ letalone overseas,” Mr Dawson said.

“I can’t imagine how anybody could possibly use it. What possible product could be enhanced by it?”

The whole song was so “bizarre” that there could be some inverted appeal,

however. There was also very limited potential for it in 30 or 60-second television commercials. Hanna Barbera Australia — 51 per cent owned by the Taft Broadcasting Corporation, of New York, and 49 per cent by James Hardie Industries, Ltd — is optimistic that the up-coming America’s Cup challenge, the Australian Bicentennial, the 1988 Olympic Games and Expo ’BB in Brisbane will maximise opportunities for use of “Waltzing Matilda.”

People using the lyrics pay a royalty, usually 7 to 10 per cent of the retail price, to the Retusa Pty, Ltd — the company of the author’s granddaughters,, Ros Campbell and Philippa Harvie, of Woollahra.

Hanna Barbera receives a commission on royalties until termination of their contract at the end of 1988.