News

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

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