Generations of 'Boat People' arrive to celebrate modern Australia in latest Lamb campaign via The Monkeys ~ but no mention of Australia Day

Screen Shot 2017-01-12 at 9.20.39 am.pngAustralia: Meat & Livestock Australia (MLA) has launched its annual lamb campaign via The Monkeys, which shines a light on who Australians are as a nation, and celebrates modern Australia.  The MLA ad is an annual tradition, released for Australia Day each year.

This year's blockbuster, which for the first time does not mention Australia Day, opens on the pristine Australian coastline, as the nation's first people search for the perfect spot to fire up a barbie. It doesn't take long for other revellers to join the hosts. Every arrival, from the European settlers to the most recent of Australian migrants, is welcomed to the modern day lamb barbecue, each bringing their own dish and flavour to the celebrations. The resulting party is a truly united celebration of Australia.

Screen Shot 2017-01-12 at 6.11.29 am.jpgShot by director Paul Middleditch, the all-inclusive barbecue has appearances from familiar faces such as Sam Kekovich, Olympian Cathy Freeman and National Rugby player Wendell Sailor. Other Aussies present include Australia's culinary gem, Poh Ling Yeow, renowned Australian cricket player Adam Gilchrist and LGBTQI comedian Rhys Nicholson alongside a list of Australian extras; again proving lamb is the most multicultural meat.

Viewers will get their first look at the new long-form advert from 12 January across digital channels including YouTube, Facebook and owned socials, with a 30-second TVC airing on 15 January. 

Broadcast partner Channel Nine will support the campaign from launch, with a host of activity happening throughout January. This will include integration with the TODAY show, Australian themed movies and on air features throughout Channel Nine's Summer of Cricket.

The campaign will also be supported by an on air partnership with the Nova Network's Fitzy & Wippa nationwide program. Airing from January 12 through to January 26.

On January 26, lamb-lovers from across Australia will unite at Parramatta Park, Sydney at The Big BBQ where both Channel Nine and Nova will be broadcasting live to their audiences. As part of the Nova partnership, some lucky Aussies will be flown in from across the nation to join in the celebrations.

The ad will be pushed out across digital, social and TV. In-store, product-focused point-of-sale will deliver lamb barbecue inspiration, focusing on the variety of different cuts and cuisines.

Says Andrew Howie, group marketing manager at MLA: "As a brand, Lamb stands for unity. Australia is the greatest country on earth and lamb is the nation's favourite meat. Hence we have brought those two things together to prove we should be able to celebrate this great country every day of the year. How good is Wendell?"

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.