Original ‘lambassador’ Sam Kekovich ditches lamb in ‘Australian Made’ ad targeting tradies

Sam Kekovich, the original ‘lambassador’ and former star of Meat and Livestock Australia’s annual summer campaign, has ditched lamb in a bid to persuade Australian tradies to buy locally made products.

Made by MAW Communications Sydney, the ‘Does Your Mate Measure Up?’ campaign opens with Kekovich throwing a lamb chop over his shoulder as he emerges from a portable toilet while the Australian anthem plays.

The patriotic campaign features the former AFL player praising tradies as “the backbone of this great country”.

Throughout the campaign Kekovich lists many reasons why tradies should be using Australian made products, including not giving the profession a bad reputation.

The new campaign launches just days after MLA released its annual campaign, featuring a cameo appearance by Kekovich as he passes a plate of lamb to the New Zealand citizens as a peace offering.

Kristin Viccars, marketing manager for Crescent Lufkin, said Kekovich is “the Aussie patriot” and the choice to feature him in the ad was “an easy one”.

“We couldn’t be happier to have partnered with him for the ‘Does Your Mate Measure Up?’ campaign. Expect more of Sam’s classic catchphrases and Aussie slang in the months to come and remember to look for the Australian Made logo next time you buy a tape measure—Crescent Lufkin is the only business proudly manufacturing tape measures here in Australia, so heed Sam’s advice and make sure you, and your mate, measure up this year.”


  • Agency: MAW Communications, Sydney
  • Creative: Nicholas Donovan
  • Agency Producer: Angela Pham
  • Director: Nicholas Donovan
  • Production Company: SIXTYFOUR FILMS
  • DOP: Turei Cooze
  • Production Producer: Michaela Le
  • Gaffer: Matthew Willis
  • Lighting Assist: Nik Damianakis
  • Sound Recordist: Philip Myers
  • Hair & MU: Pamela Nolan
  • Client: Kristin Viccars – Marketing Manager Apex Tool Group & Crescent Lufkin
  • Martin Davies – Sales Manager Apex Tool Group & Crescent Lufkin
  • Andrew Miller – New Product Development & Brand Manager Apex Tool Group & Crescent Lufkin

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