New MLA campaign has ‘Un-Australian’ Aussies unite over lamb BBQ
Meat and Livestock Australia (MLA) has today premiered its high-anticipated annual summer lamb campaign. In it, it pokes fun at the overuse of the term ‘Un-Australian’ in an effort to bring Australians together to share lamb.
Created by The Monkeys, part of Accenture Song, the latest campaign is spearheaded by a three-minute long-form film featuring a heavy dose of satire and an obligatory appearance from ‘Lambassador’, Sam Kekovich.
Directed by Yianni Warnock from MOFA, the film imagines an alternative reality in which people who are called out as Un-Australian are banished to an infinite cultural exile known as Un-Australia.
Time for a complete rethink. No question the MLA ad had been a big moment for the indrustry around Australia Day exact year but the biggest failing, especially in the last 5-6 years is that no regular punter has ever thought about ‘lamb bringing people together’. What’s un-Australian is not accepting the huge amount of meat eaters that are happy to cut down their meat consumption and those that are vegetarian and pescatarian. Yawn.
Why would MLA have any interest in promoting vegetarian or pescatarian options? This isn’t an Australia Day ad. It’s a lamb ad.
Bingo!