Operation Boomerang ready to launch as Australia Day Lamb campaign looms

The build up to the Australia Day Lamb campaign has begun with agency The Monkeys releasing a trailer teasing this year’s version of the ad Operation Boomerang.

Meat & Livestock Australia’s Australia Day efforts have become one of the most anticipated ads of the year after BMF established the standard in 2007 with its Sam Keckovich ad which stated that eating anything but lamb on Australia Day was “unAustralian”.

The 30-second teaser warns of the danger that more than 1 million Australians overseas will not make it home for Australia Day and that Operation Boomerang is being undertaken to bring them home, with the catch-cry “not on our watch”.

Last year’s Australia Day ad, the first by The Monkeys, emerged as one of the best ads of the year as cricketing great Richie Benaud invited an eclectic group of mates, historical and contemporary, around for a barbecue.

Simon Canning


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