EVOCATIVE as usual and expected, the 2021 summer season Australian lamb promotion began today.
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.