After a year that’s seen Aussies more physically divided than ever, the highly anticipated summer ad from Australian Lamb comes at the perfect time, uniting the country over some lamb, and laughs, this summer, developed by The Monkeys, part of Accenture Interactive.
MLA’s summer campaign: border closures, Morrison’s holiday and lamb reuniting the nation
Border closures are front and centre of the Meat and Livestock Australia (MLA) 2021 summer lamb campaign, but at the heart remains the brand s consistent message of unity. Mumbrella s Zoe Wilkinson chats to domestic marketing manager Graeme Yardy about Christmas lockdowns, tongue-in-cheek humour, and taking a jab at Prime Minister Scott Morrison.
January 11, 2021 11:01
“As soon as we saw it in shot, we just went: ‘Yep. Absolutely. It works,” Meat and Livestock Australia’s (MLA) domestic marketing manager, Graeme Yardy, tells Mumbrella.
A disembodied hand reaches through a sky-high concrete wall, separating Queensland and New South Wales, offering a curious elderly man a simple lamb chop. He leans over it, and takes a bite.