Bikie president turns mumsy in new lamb ad
Even tattooed bikies becoming maternal when they cook a lamb roast is the idea behind a new campaign for Meat & Livestock Australia created by BMF.
The ad features the president of a Sydney bikie chapter cooking the lamb joint then carrying out series of motherly acts including wrapping a fellow bikie in a scarf, wiping dirt off somebody”s face and helping a woman blow her nose.
The 45 second ad – produced by Jungleboys – pushes the message that making a lamb roast is so easy “It turns anyone into a mum”.
The campaign sends viewers to the easylambroast.com.au website.
Andrew Cox, MLA’s group marketing manager – consumer programs, said: “This is a great way to modernise perceptions of Australia’s favourite dish. It doesn’t have to be just for the big Sunday dinner”.
Carlos Alija and Laura Sampedro, BMF’s ECDs, said: “There’s nothing like bringing together two unlikely worlds to create comedy and impact. It was important that while this ad was fun and light hearted it had a touch of humanity and authenticity. We ended up street casting most of the bikers and were amazed to see the mum in all of them.”
Credits:
- Agency: BMF
- Client: Meat & Livestock Australia
- Production Co: Jungle Boys
- Post Production: Method
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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That is pretty awesome. Actually enjoyable.
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