BMF launch ‘Lambstock’ TVC for Meat and Livestock Australia
Ad agency BMF has launched its latest TVC for Meat and Livestock Australia, tying in with the 40th anniversary of Woodstock.
The 45-second TVC features hippies at a music festival gathering around to eat lamb to mimick smoking marijuana, including rolling a lamb wrap in the shape of a joint and passing it around the group.
“I think the original Woodstock would have been even better if they’d had plenty of lamb barbies. Lamb is about togetherness and being a little free spirited, this ad captures the vibe we want for lamb perfectly,” said Warren Brown, BMF executive creative director.
The promotion is not expected to avoid controversy with an article in The Australian today predicting a backlash from anti-drug campaigners. David Thomasen, the marketing manager for Meat and Livestock Australia, said consumers would accept the ad as tongue-in-cheek and they wanted to run “edgy advertising in a bid to conquer the limitations of the marketing budget.”
Australian consumer expenditure on lamb grew by 7 per cent in the 2008/09 year exceeding $2.2 billion.
The TVC will launch nationally tomorrow, supported by point of sale, outdoor, brand activation and online.
Credits:
Executive Creative Director – Warren Brown
Associate Creative Director – Dennis Koutoulogenis
Art Director – Jake Rusznyak
Account Management – David Flanagan, Rebecca Booth, Louise Mawer
Agency Producer – Jenny Lee-Archer
Director – David Denneen
Production Company – Filmgraphics / Producer – Anna Fawcett
Editor – Toby Denneen
Strategic Planner – Gerry Cyron
Client – Meat and Livestock Australia
Media Agency – Universal McCann
Director of Photography (TV) – Matt Stewart
Print Producers – Michele Zupanov, Clinton Bell
Studio – Steve Hanzic, Stuart Flynn
Post Production – The Lab
Music – Song Zu
Meats the brief …
User ID not verified.
Just saw the advert on TV… took me a minute to click to what it was actually about as I was more taken with the visuals rather than the message but then I twigged…. as a lamb seller I love it. I think I liked Sam Kekovich’s series a little more for it’s punch and harder sell but I’ll warm to this. Hey if anyone wants some great lamb….. http://www.tasmanianlambdirect.com.au
Cheers
Steve
User ID not verified.
I’m sure it seemed like a good idea at the time
User ID not verified.