Sam Kekovich tells parents to teach kids to be ‘chop-munchers’ in annual Australia Day message
Sam Kekovich is back with his annual Australia Day address as Meat & Livestock Australia’s “lambassador”, urging parents to teach their offspring that lamb is the official dish for Australians, and features a giant baby stomping someone asking for tofu.
The newest campaign, from BMF, sees Kekovic telling parents its their job and duty as Australian parents to “educate the new generation of the perils of a lamb-less life” and to “teach those little ankle-biters to be chop-munchers”.
https://www.youtube.com/watch?v=v9Xo0v63wMA
MLA marketing manager Andrew Cox said in a statement: “The consumption of Lamb on our national day has practically become a cultural expectation thanks to Sam’s decade long crusade. This year we are encouraging Aussie parents to keep it that way by setting the right example for the next generation.”
The ad sees Kekovich take a swipe at the last remaining Wiggle, criticise the long-debate surrounding the education policy Gonski and give a child wearing a “Vegan for life” singlet a barbecued lamb chop.
The campaign is supported with recipe-dispensing panels in shopping centres, online video content, social media and an app which allows users to become Honourary Lambassadors “and create their very own Sam-like rant”.
Last years Australia Day MLA campaign saw Kekovich struggle with “Lambnesia” after suffering a head injury. The MLA frontman hallucinated about rugby players in tutus, getting his fingernails painted and dancing Gangnam Style.
Credits:
- Executive Creative Directors: Carlos Alija & Laura Sampedro
- Creative Founder: Warren Brown
- Creative Team: Andie Graham, James Beswick, Janet Szabados
- Interaction Design Lead: Nev Fordyce
- Managing Partner: Stephen McArdle
- Head of Account Management: Lisa Ramsey
- Account Director: Kelly Howard
- Account Manager: Simon Starr
- Account Executive: Megan Mabin
- Planning: Thomasine Burnap
- Agency Producer: Jenny Lee-Archer, Sue Hind
- Director: Scott Pickett
- Production Company: Jungleboys
- Producer: Nick Simkins
- Post Production: David Mosqueda, White Chocolate
- DOP: Anna Howard
- Editor: Paul Swain, Jungleboys
- Sound Studio/Engineer: Andrew Stevenson/We Love Jam
- Music/Composer: Hylton Mowday/We Love Jam
- Designers: Matthew Hughes
- Digital Project Manager: Jo Cooper
- Technical Director: Mark Ellis
- Photographer: Mat Baker
- Print Producer: Karen Liddle
- Art Buyer: Basir Salleh
- Head of Art: Siân Binder
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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I still don’t understand what the point of this campaign has ever been. Are people not buying lamb? Is there an epidemic of non-lamb-eaters in Australia? What about the recent one for beef? Really? Is it really so bad out there that we have to advertise to Australians to buy meat? Certainly not in every household I’ve ever set foot in…
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This campaign has jumped the sheep. It peaked a few years ago with “Friends, Bogans, Countrymen”, and should have stopped on that high note. Credit to the baby at the end though for not freaking out at Slammin’ Sam shouting right behind him/her. Or credit to good editing.
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Sam, you’ve lingered on like a skivvy-wearing children’s entertainer…
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This deserves a lambasting. Seriously shit writing.
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Hilarious as ever. Great stuff. It certainly resonates at our Hottest 100 BBQ. Thumbs up.
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What’s with his recoil at meeting the lesbian couple? Is homosexuality un-Australian now? Hilarious.
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Hahaha misgendering people is just so hilarious
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Although a meat eater, I actively boycott buying Australian produced meat as a direct result of these ad campaigns by Meat and Livestock Australia. These ads are an insult to everyone’s intelligence in that they infer Australians are incapable of deciding for themselves whether they want to eat meat or not, and that somehow they need to be nudged back in to eating meat if they’ve decided not to. I find the inference by MLA that every Australian should be a meat eater because to not do so is “unAustralian” extremely arrogant and deeply offensive.
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