The most anticipated ad of the Aussie adland calendar has dropped – The Monkey’s annual work for Meat & Livestock Australia (MLA). And well ahead of its typical January 26th delivery date.
In contrast to the COVID-addled times we live, the spot plays for laughs with plenty of hidden jokes, political digs and of course, mouth-watering lamb chops. And, yes, Sam Kekovich, is back as is to be expected.
Check out the fun below:
The long form advert directed by Al Morrow from Rabbit, follows a world explorer and their protégé, as they rediscover there’s a whole world outside ‘fortress Australia’. Inspired by the tantalising sight of Aussie lamb, the ultimate unifier, the duo cultivates a plan to get Australia back on the international map. Lambassador Sam Kekovich is the architect for a full-scale national lamb rollout, a scheme that enlists Aussies around the country to spark up BBQs, sending out a huge cutlet shaped smoke signal to the rest of the world.
The TVC is a reminder that Australia is a country not to be forgotten and we see heart- warming reunions as returning travellers make their way back to sunnier climates and lamb barbies. With appearances from space travelling billionaires to US conspiracy theorists, the ad is a satirical look at the world we live as we move through the global pandemic.
Graeme Yardy, domestic market manager at MLA said: “Each year the ‘Share the Lamb’ brand gives us a great opportunity to show how the unmistakeable flavour and aroma of Lamb brings Aussies together, even through the toughest of times. In 2020, we were all about breaking down state borders, but this year we’re ready to finally open back up to the rest of the world, and what better way to issue the invite than with tasty Australian Lamb.”
Creative Director at The Monkeys, Scott Dettrick, added: “It’s been another truly bizarre year in Australia where it feels like everything and nothing has happened simultaneously. We’ve been exploring our own backyard and generally being introspective but as 2022 begins we are finally turning our attention towards reconnecting with the rest of the world. We’ve worked long and hard to put Australia on the map and we don’t want to become ‘the lost country of the pacific’. What better way to reunite with the rest of the world than luring everyone over to ours for a Lamb barbie.”
The ad launched across free to air and subscription TV nationally last night and will be pushed out across digital, social and retail OOH channels by UM, with One Green Bean driving coverage for the campaign across earned media and owned social.
