Meat and Livestock Australia (MLA) has launched its new campaign for Australian lamb starring veteran ‘Lambassador’, Sam Kekovich.
Entitled ‘Lambnesia’, the campaign was created by BMF and features the football legend in a fight against un-Australianism, encouraging punters to ‘chop to it’ and dose up on the meat.
The spot begins with a disillusioned Kekovich on a psychiatrist’s couch, suffering from a bad case of Lambnesia – an ailment stemming from a lack of lamb.
The audience then enters the footballer’s mind, following him on a comical journey which charts the ill, un-Australian effects of eating too little lamb.
Dire consequences of Lambnesia include Kekovich dancing Gangnam Style – “shaking his rump instead of cooking one”, as well as AFL players running around in tutus, and a poor performance by the Australian Olympic swim team in London.
“If they’d spent more time diving into plates of lamb instead of each other’s beds we’d be swimming in medals!” he roars.
The campaign includes an interactive online game called the National Lamb Test, where Kekovich shows the user a string of images, some of which are quintessentially Australian and some of which are not. Users then label the images appropriately in order to get a personal score of ‘Australian-ness’.
The lamb campaign comes two months after the MLA's beef campaign, 'Throw another steak on the barbie', which starred TripleM host Merrick Watts encouraging Australians to scrap the traditional barbequed shrimp in favour of a hunk of cow.
'Lambnesia' also follows the organisation's ‘Barbie Girl’ lamb campaign which broke in the summer of 2012 and featuried Kekovich singing along to Aqua’s 1997 hit pop song.
Do you prefer the new 'Lambnesia' campaign or last year's 'Barbie Girl' campaign? Let us know what you think by leaving your comments in the discussion box below.
Credits: client Meat & Livestock Australia, creative BMF
Please login with linkedin to comment
In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]
Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]
Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]
Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]
Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]
Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]
Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]