Bikie president turns mumsy in new lamb ad

Tim Burrowes

April 12, 2013 3:30

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

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.