MLA bridges The Generation Gap in new summer lamb ad
Meat & Livestock Australia (MLA) is back on its annual mission to evoke the unifying nostalgia of Australian Lamb, this time skewering the generation gap that seems to divide the nation.
The campaign is created by MLA’s longtime creative partner The Monkeys, part of Accenture Song, with media from UM and PR and social from One Green Bean.
Co-directed by Aimée-Lee Xu Hsien and Trent O’Donnell, who belong respectively to the millennial and gen z camp, the film imagines an impassible chasm that keeps age groups apart – The Generation Gap.
Graeme Yardy, domestic market manager at Meat and Livestock Australia said: “Pop culture would have us believe that the generations are practically different species. Apparently, Boomers are unable to master the basics of technology whilst Zoomers spend every waking moment making TikTok dances and Millennials spend too much on avo toast and craft beer.”
He continued: “But in reality, there’s far more that unites than separates us, and that’s what this year’s Summer Lamb campaign is all about. Whether it’s a love of our sporting heroes or our beautiful landscapes, the best of Australia always brings us together, and what better way to break down the generational divide than over an epic Aussie lamb BBQ – the ultimate unifier!”
Scott Dettrick, creative director at The Monkeys, added: “With growing differences in wealth, opinions, and ways of communication, the generation gap in Australia has never been wider. The various frustrations this year have each generation throwing tropes around, looking for someone to blame. When you scratch beneath the surface though, it’s attitudes, not age, that divide us.
“Maybe if we just got around a lamb BBQ and had a chat, we might find out that grandad is actually pretty cool, or all that stuff millennials know can be really useful. Our entire creative process this year was a fun generational debate, and with multi-generational directors and editors on the films, it was all very method.”
The campaign is one in a long-running series of provocative campaigns from MLA, which has become known for its tongue-in-cheek caricatures of Australia’s political landscape. Last year’s work poked fun at the overuse of the (often ambiguous) term ‘Un-Australian’, while Covid-19 restrictions were the punchline of campaigns in 2021 and 2022.
The 90 second spot premieres this evening on the evening news on Seven and Nine, and will rollout nationally across free to air and subscription TV.
The campaign will also appear in online video, BVOD, paid social and retail OOH channels, as well as earned media and owned socials.
For the first time, the campaign will include a social-first piece across owned and influencer marketing channels, spearheaded by One Green Bean.
Additional executions will be seen across key retail and butcher channel activations and integrations.
Credits
Client – Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Brand Manager: Derek Lau
Creative Agency – The Monkeys, part of Accenture Song
The Monkeys Group CEO and Co-Founder & Accenture Song ANZ President: Mark Green
Managing Director: Matt Michael
The Monkeys & Accenture Song Growth Markets Chief Creative Officer: Tara Ford
Creative Director: Scott Dettrick
Creative Team: Jake Ausburn & Alex Polglase
Head of Production: Penny Brown
Senior Producer: Elliot Liebermann
Production Coordinator: Emily Coleman
Business Strategy Director: Kit Lansdell
Head of Business Management: Topher Jones
Senior Business Manager: Celine Dinant
Business Executive: Matt Stafford
Production Company: Rabbit
Directors: Aimée-Lee Xu Hsien & Trent O’Donnell
MD/Partner/Executive Producer: Alex Hay
Partner/Executive Producer: Lucas Jenner
Producer: Morgan Hind
DOP: Emma Paine
Production Design: Virginia Mesiti
Casting: Citizen Jane Casting
Post-Production: The Editors
Edit House: The Editors
Editors: Grace O’Connell & Stu Morley
Executive Producer: Rita Gagliardi
Lead Flame Artist: Stu Cadzow
VFX Supervisor: Andreas Wanda
Colourist: Greg ‘Elvis’ Constanaras
Music & Sound: MassiveMusic
Composer: Haydn Walker
Sound Designer: Simon Kane
Producer: Katrina Aquilia
Media Agency – UM
Client Partner: Lauren Thornborough
Senior Creative Connections Planner: Cayley McArthur
Senior Planning Manager: Bernadette Banasik
Senior Partnerships Trader: Joshua Coles
Trader: Jess Curran
PR and Social Agency – One Green Bean
Head of Creative Innovation: Hannah Stalder
Head of Content: Laura Byrne
Account Director, PR: Molly Dodwell
Account Director, Social: Amy McCann
Senior Content Creative: Jack Williams
Content Creative: Gabi Kearney
Senior Account Executive: Bridget Patterso
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topics
Accenture Song
Aimée-Lee Xu Hsien
Graeme Yardy
lamb
Meat and Livestock Australia
MLA
One Green Bean
Scott Dettrick
The Monkeys
Trent O'Donnell
UM
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