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Dame Edna warns of low iron levels in women in spot for MLA promoting beef

Meat and Livestock Australia has recruited Dame Edna to educate women on low iron levels in the organisation’s latest spot promoting beef.

dameedna_the-iron-lady

Created by BMF, the tongue-in-cheek ad sees Dame Edna getting ready in her dressing room for the before she tells a man called Donald to ‘grab my pussy’ and jumps into a golf cart to film the spot.

Dame Edna goes on to explain the issues with low iron levels in Australian women which can quickly be resolved by eating a “beef rissole” or “juicy rump.”

The advertisement, titled ‘The Iron Lady’ in a reference to UK prime minister Margaret Thatcher, ends with the line ‘And it won’t give you wind like a spinach smoothie.’

The video spot is part of a wider ‘mid-week meal’ platform which aims to prove there are healthy beef meals that can be prepared in under 15 minutes.

The new campaign, which maintains the umbrella tagline – ‘You’re Better on Beef’ – from last year’s work, aims to emphasise beef as the best natural iron fix for busy Australian women as opposed to leafy greens.

Cam Blackley, executive creative director of BMF, said “tongue-in-cheek-humour” can communicate serious subjects in a better way.

“We couldn’t think of a better spokeswoman to get women back to their best with beef.”

“Research shows that the actual reason for 1 in 3 women feeling a bit flat is they are not getting enough iron from their diet,” said Andrew Howie, group marketing manager at the MLA.

“In partnership with the iconic Dame Edna, we set out to prove there is no better natural source of iron for the modern busy woman than Beef”.

Credits:

MLA

  • Chief Marketing & Communications Officer: Lisa Sharp
  • Group Marketing Manager: Andrew Howie
  • Brand Manager – Beef: Jacob Baldock
  • Assistant Brand Manager – Beef: Jasmin Koch

BMF

  • Executive Creative Director: Cam Blackley
  • Associate Creative Director: Tim Bishop
  • Head of Planning: Ali Tilling
  • Group Strategy Director: David Warren
  • Head of Client and Business Innovation: Kura Tyerman
  • Account Director: Will Woods
  • Account Manager: Melanie Pisani
  • Senior TV Producer: Fiona Gillies
  • Production Company: Revolver Films
  • Director: Jonathan Kneebone (The Glue Society)
  • Producer: Caroline Kruck
  • Executive Producer: Pip Smart and Michael Ritchie
  • Post Production: The Glue Society
  • Editor: Luke Crethar
  • Sound Production: Rumble Studios
  • DoP: Russell Boyd

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