Campaign: Richie Benaud Will Not Lamb Alone This Australia Day
Legendary Australian cricketer and commentator Richie Benaud has enlisted the help of Lambassador Sam Kekovich and a plethora of national icons from through the ages to encourage Aussies to get together over lamb on Australia Day.
In the annual Australia Day lamb campaign Benaud captures the spirit of our national day by doing what we believe every Aussie should be doing on Australia Day; organising a big lamb BBQ and a game of backyard cricket.
The advert opens dramatically on the open seas, with Captain Cook aboard his ship approaching the Australian shore line. His steely focus on the path ahead is interrupted by a phone call from Benaud inviting him to a lamb BBQ at his place on Australia Day. “Cooky” agrees, and asks if fellow explorers Burke and Wills are also on the guest list – they’re keen, despite their death-bed-dire situation in a baking hot desert.
Benaud later looks worried when legendary outlaw Ned Kelly offers to “round up the guys” for the occasion, although this is less worrying than the rumour that Kelly has gone “veggo” (in fact he is just gluten intolerant).
Other iconic Australians invited to Benaud’s barbie include iconic cricketer Don Bradman, media giant Ita Buttrose, and of course Sam Kekovich. However when Billy Birmingham – famous for impersonating Benaud as the 12th Man – gets wind of the lamb feast, he’s bluntly told by Benaud that there’s nothing on.
Richie Benaud says: “In addition to my love of cricket on Australia Day, I wanted to be involved in another key part of our national day, the iconic lamb campaign. For me, this year’s campaign encapsulates what Australia Day is all about; Australians getting together for a lamb BBQ.”
Michael Edmonds, General Manager Global Marketing at Meat & Livestock Australia says: “As a nation we love our lamb, and it’s our belief that you never lamb alone. That goes double on Australia Day. Benaud might not be at the cricket surrounded by his army of fans this year, but he’s still making the most of the day and spending it with this pantheon of notable Australians.”
Lamb fans can get their first look at Richie Benaud’s lamb crusade when the 1 minute 40 second edit premieres on Channel Nine’s Today show on 9 January. In the lead-up to Australia Day, 60-second and 30-second versions will be aired on TV, with the longer edit available to view online.
But the campaign doesn’t stop there. At butchers and retailers across the country, shoppers will be given lamb BBQ inspiration with several delicious and succulent lamb recipe suggestions displayed on posters at the till.
Lamb-lovers can also score a once in a lifetime opportunity to spend their Australia Day with Benaud himself. Ten Aussies (and two of their mates) are being given the opportunity to attend a BBQ to meet Benaud. To secure this exclusive invite people simply have to upload an impersonation of Benaud’s lamb BBQ call ‘Top Lamb Chop That!” to the We Love Our Lamb Facebook page.
TVC Credits
MLA Marketing Manager – Andrew Howie
MLA Brand Manager – Lamb – Magali Nonnenmacher
PR Agency – One Green Bean
Media Agency – UM
Advertising Agency – The Monkeys
ECD: Scott Nowell
Managing Director: Matt Michael
Senior Planner: Michael Hogg
Head of Production – Thea Carone
Senior Producer: Jade Rodriguez
Senior Content Manager: Katie Wong-Hee
Production company: Photoplay
Director: Tom Noakes
Producer: Belinda Dean
DOP – James Brown
Post House: FSM
Editor – Stuart Morley
Composer – Damian De Boos-Smith
Sound House – Nylon Studios
Please login with linkedin to comment
branding trends caritas australia Clemenger BBDO Sydney OMD UK The Portfolio ProjectLatest News
I’m Not Loving ‘Karens’, For What They Highlight About Our Society
In this guest post, the CEO of PR/comms agency Extollo, Katy Denis, examines the social phenomenon of our time – the entitled ‘Karens’ amongst us & why they can be such a danger… Until last week, I had no idea who or what a “Karen” is. Thanks to (and I use that term very lightly, […]
Telstra Calls In ABC Comic Mark Humphries To Hilariously Debunk 5G Conspiracy Theories
B&T finds the 5G conspiracy theories truly laughable, except Bill Gates wanting to microchip us all. That appears legit.
The Mint Partners Wins Pernod Ricard, Cemoy & Little National
Independent communications consultancy The Mint Partners has bolstered its integrated client roster and signed a number of premium lifestyle brands to kick start the new financial year. With an array of new products, services, and a focus on insight-led and creative integrated communications, MINT has enjoyed recent success with an expanded portfolio across new categories including fintech, […]
Activist Who Wanted Coon Cheese Shelved Now Wants Paul’s Smarter White Milk Renamed
B&T suggests new, less offensive names for Smarter Milk could be Udderly Delicious or the Liquid Lactose Lash.
University Of Tasmania Appoints Pivotus To Digital Advertising Strategy, Buying & Analysis
University Of Tassie set to debunk rumours its courses only include woodchopping, cider maker and a PHD in David Boon.
Aussie Agencies Top AD STARS 2020 Shortlist, With Ogilvy, M&C Saatchi Sydney And VMLY&R On Top
Aussie agencies dominate AD STARS shortlist, sending a clear warning to the likes of Bhutan & Kiribati in the process.
“I’d Rather Die Than Do This For A Day!” Influencer Lampooned For Job Ad From Hell
Who doesn't love to laugh at a "job ad from hell" story? Unless you once answered one and now have the job from hell.
Rumour Has It James Corden Will Replace Ellen If She Steps Down
Ellen set to join the list of ex-TV villains that also includes Ryan Phelan, Kerri-Anne Kennerley & Humphrey B. Bear
Indie Industry Body IMAA Launches First Radio Campaign With ARN
In what no one is calling a delicious irony, independent advertising body puts money where its mouth is by advertising.
opr Adds DocuSign To Client Roster
Sure, it might not be a Coke or a Qantas, but opr think this win significant enough to send well-meaning press release.
Stan Acquires Heckler Co-Produced Biopic On F1 champion Sir Jack Brabham
A feature length documentary on the extraordinary racing career of Australia’s first Formula 1 champion, Sir Jack Brabham, co-produced by design, animation and visual effects house Heckler, will be available on Stan exclusively from this Friday – 7 August. Directed by Ákos Armont (Aurora Films) in association with Heckler, whose co-founder Will Alexander served as […]
Monday TV Wrap: Bells Ring For Seven As Farmer Wants A Wife Continues Good Run
Farmer Wants A Wife does the business for Seven & we're yet to get to the neutering or the dagging part of the series.
Is This The End For Cash? 62% of Aussies Now Use Card Payments For Just About Everything
Dodgy tradies, international drug cartels and fountain wishing-wells set to be most effected by move away from cash.
ET Collective Announces 2020 Winner Of WomenKind X ET Initiative
Much like a winner's envelope that refuses to open, get past this confusing headline to reveal the winner inside.
“Notable For Its Exotic Plumage!” David Attenborough Lends Voice To Hilarious Anti-Trump Campaign
You rarely equate humour with political ads, & that just proves what a wonderful anomaly the Trump presidency truly is.
Seven Turns To Hit UK Format Beat The Chasers Comes To Find Australia’s Smartest
Seven unveils plans for a quiz show that sadly doesn't include a dunking machine or electric shocks for a wrong answer.
Adrian Farouk Appointed CEO Of Publicis’ Epsilon In ANZ
Adrian Farouk now guaranteed a spot in the Publicis' staff car park after promotion to Epsilon CEO.
“Now That’s A M***** F***** Burger!” Provocative Ad Sells Merits Of Going Vegan
The many advantages of veganism is getting to tell people 147 times a day & annoying the crap out of restaurant chefs.
Hays: 39% Of Job Applicants Have No Idea How To “Gain A Place On An Interview Shortlist”
Here's top tips for job applicants that include excluding juggling, the bagpipes and your Bali arrest on your resume.
Study: 1.5 Million Aussies Watch Netball On TV (& Third Of Those Are Men)
Study finds men are increasingly watching netball. Not helping with the housework, but definitely tuning-in to netball.
Hindus Rage At Unsavoury “Namaste Mother F@cker” T-Shirts
Sure, this T-shirt is kinda witty. Yet not appropriate for job interviews, a visit to nan's or Hindu cremation ceremony.
Would TikTok Be Missed?
Columnist poses the question - would TikTok be missed? B&T says not as much as vanilla Paddle-Pops or Best Of Red Faces.
NextMedia’s frankie And Gardening Australia Magazines Report “Surge In Sales”
Reports say frankie & Gardening Australia mag sales are soaring. Further proof that frankfurts & potted annuals are hip.
Mag Closures & The New Landscape For Earned Media
This columnist argues that fortune favours the brave. And that's from a media perspective, not a dragon fighting one.
“Worst Year In Living Memory!” Aussie Ad Spends Plummet 14.7% In 2019/20
As expected, 2019/20 ad spends make for very difficult reading indeed. Even more so if you've forgotten your glasses.
Jamie Whincup And A Host Of Aussie Personalities Star In Club Marine Series
In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]
Ultimate Edge Communications Welcomes Michaela Fulop Back As Client Success Manager
Sydney, July 31st, 2020: Sydney-based media marketing consultancy Ultimate Edge Communications (UEC) announces a new hire in the company’s media team; Michaela Fulop returns to fill the vacant role of Client Success Manager, to be the go-to person across the full client roster.
No Change At The Top! Initiative Remains Top Performing Media Agency For June
June's new business wins is pretty much the same as May's, just with a few less factual inaccuracies this time around.
DDB Still Top Dog For New Business Wins For June
DDB still top agency for new business wins. Sadly, has postponed celebratory rooftop effigy burning due to high winds.
Australian Advertising Students To Compete In Advertising Capstone Challenge
Ad grads set to compete in the Capstone Challenge. Which sadly doesn't appear to include a hotdog eating component.
