Labor leader Bill Shorten has agreed the party's new ad campaign requires more diversity after it was mocked on social media for being blinded by the white.

The new ad aired in marginal electorates on Channel 9 on Sunday night, with a campaign theme of "Employ Australians First".

Bill Shorten appears in front of a largely white cast in an ad urging people to "employ Australians first".

But it was the image of Shorten standing next to a group of overwhelmingly white Australians that got social media talking.

The backlash was instant.