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‘Let’s not get into religion at the table’: Jesus, Ganesha and L Ron Hubbard come together for Spring Lamb campaign

Gods, goddesses, religious figures and aliens are all sharing lamb in a non-religious woman’s backyard in Meat & Livestock Australia’s Spring Lamb push which positions lamb as the meat which more people can eat.

Islam’s Muhammad is noticeably absent from the backyard gathering, with Jesus questioning why the prophet can’t make an appearance.

The non-religious host then clarifies Muhammad is doing the “day care pick-up”.

Throughout the proceedings, Jesus turns wine into water – “a reverse miracle” – for Aphrodite, Zeus receives an eggplant emoji message on his phone and L Ron Hubbard reveals he sacrificed dinner with Tom Cruise to be there. Hubbard is also told not to “get into religion at the table” when he tries to convert famous attendees to Scientology.

The host – who notes ‘no religion’ is the fastest-growing religion in Australia according to the most recent Census data – says catering for everyone’s dietary requirements was a nightmare, before toasting to “Lamb. The meat we can all eat”.

Andrew Howie, group marketing manager at MLA, said the ad continues with the idea that lamb can bring people from all walks of life together.

“Since the late 1980s lamb has proved itself as the meat that brings people together. More recently under the banner of ‘You Never Lamb Alone’ we have continued to push the creative boundaries,” he said.

“In this latest campaign we are showing no matter your beliefs, background or persuasion, the one thing we can all come together and unite over, is lamb.”

The campaign will roll out across TV, out-of-home, a bespoke digital media partnership and as long-form film content.

MLA is partnering with Pedestrian Group to help inspire young Australians to cook with lamb. Content, recipe inspiration and competitions centred around lamb will be included in the new partnership.

Scott Nowell, chief creative officer at The Monkeys, said: “It’s a reality of modern Australia that people of all faiths and backgrounds can get along around a table; coming together to celebrate what unites us as a nation. And, lamb lovers have taught us that we should try to do it more often.”

Credits:

  • MLA Group Marketing Manager: Andrew Howie
  • MLA Brand Manager – Lamb: Matthew Dwyer
  • Advertising Agency: The Monkeys
  • Media Agency: UM
  • PR Agency: One Green Bean
  • The Monkeys
  • Chief Creative Officer/ Co-founder: Scott Nowell
  • Creative Director: Scott Dettrick
  • Creative team: Tim Pashen and Scott Zuliani
  • Head of planning: Michael Hogg
  • Planner: Charlotte Marshall
  • Head of production: Thea Carone
  • Senior Producer: Jade Rodriguez
  • Managing Director: Matt Michael
  • Group Content Director: Humphrey Taylor
  • Senior Content Director: Katie Wong-Hee
  • Content Manager: Victoria Zourkas
  • UM
  • Client Group Director: Mike Worden
  • Senior Client Director: Ed Passerotti
  • Client Manager: Jacqui Ollevou
  • Strategy Director: David Toussaint
  • Senior Connections Designer: Ashleigh Vogel
  • Partnerships Director: Simon Turner
  • Partnerships Manager: Jessica Ngu
  • Partnership Trader: Emily Ng
  • Production Company, Revolver
  • Director: Steve Rogers
  • DOP: Peter James
  • EP: Pip Smart
  • Edit House, Arc
  • Editor: Pete Sciberras
  • Post VFX: Fin
  • VFX Supervisors: Justin Bromley & Richard Betts
  • Sound: Song Zu
  • Engineer: Simon Kane
  • PR – One Green Bean
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