As part of the 2005 Adelaide Film Festival, the inaugural EcoTVC competition for a 30-second television commercial was held to create greater public awareness of key environmental issues. The winner was Peter Miller, a 22-year-old superannuation administrator and writer whose entry showed people hopping around dressed ridiculously as endangered native animals. The commercial ended with the slogan Youll appreciate the real thing...once theyre gone, together with a final shot of a Yellow-footed Rock Wallaby as an example of the real thing that could become extinct.