MLA’s 2025 summer lamb ad drops

January 8, 2025 10:23

Meat & Livestock Australia (MLA) is back on its annual mission to evoke the unifying ability of Australian Lamb, this time by encouraging Aussies to get out of the comments section, and into real life.

The campaign was created by MLA’s long time creative partner, Droga5 ANZ, part of Accenture Song (formerly The Monkeys), and directed by Max Barden from The Sweetshop.

Featuring 100% real Australian comments sourced from online platforms including Instagram, TikTok, Reddit, Facebook and YouTube, it shows that Australians seem to be perpetually stuck in the social media comments section – fighting over anything, and everything.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.