Tourism New Zealand’s ‘simple but witty’ lamb response ad wins January Ad of the Month

Tourism New Zealand’s response to Meat and Livestock Australia’s summer campaign has won the January crown for Mumbrella’s Ad of the Month competition.

Created by TBWA, the ad beat out Meat and Livestock Australia and was labelled as “simple but witty”.

Tourism New Zealand has responded to MLA’s latest ad campaign

The ad capitalised on the publicity surrounding Meat and Livestock Australia’s summer campaign, issuing its rebuttal online.

One voter said: “Loved the quick, immediate response, quirky theme and the opportunist free thinking and plain old-fashioned humour that saw NZ jumping to attention with an opportunity that they plainly couldn’t ignore!”

“It’s back to having some fun with Advertising with benefits to the client,” another voter added.

Winning with 31% of the votes, the ad was also lauded as being a “clever tactical response to MLA’s original ad demonstrating nimbleness and humour while at the same time getting across key messages”.


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CEO of TBWA Paul Bradbury thanked everyone involved, including MLA and The Monkeys.

“This is a huge honour, and a great demonstration of disruption at its finest. But we can’t forget the creative catalyst that kicked this whole thing off. Without the brilliant MLA lamb ad from The Monkeys, our cheeky idea for Tourism New Zealand wouldn’t have existed. On behalf of both TBWA\Sydney, Eleven and our fantastic partners at Tourism New Zealand we gratefully accept,” he said.


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