EVOCATIVE as usual and expected, the 2021 summer season Australian lamb promotion began today.
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Each year leading up to Australia Day, Meat and Livestock Australia (MLA), release its masterpiece promotion of lamb, especially cooked on a barbecue. This year's promo is no exception after a year that has seen Aussies more divided than ever.
Building on the 'Share the Lamb' brand platform, MLA's integrated campaign reflects upon 2020 as a pivotal time in our history where, for the first time, Australia was physically distanced due to the pandemic.
The new TV advert takes us to the year 2031 - where division between states has escalated to new heights and a once united nation is separated by a great wall, towering over every state border - offering a tongue-in-cheek look at what could be if state borders are shut for good.
However, this un-Australian division can't last forever as the great unification of Australia is sparked by an irresistible scent coming through a crack in the wall.
As the hero is overwhelmed by the aroma and begins smashing at the wall that separates himself from Queensland, a hand appears through the crack holding out a beacon of hope - a perfectly cooked lamb cutlet!
This act of unity triggers Aussies around the country to tear down the wall, overcome their fears and together share a delicious lamb BBQ.
MLA Domestic Market Manager, Graeme Yardy said the campaign showcases Aussie lamb in a topical yet light-hearted way, reflecting on what was an unprecedented and extremely challenging year for all Australians.
