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. 

http://www.youtube.com/watch?v=DBM6q_pJBns#t=0s

http://www.youtube.com/watch?v=k81_KP56oL0#t=0s

Credits: client Meat & Livestock Australia, creative BMF