The highly anticipated annual summer Australian Lamb ad is back, and this year it’s tackling one of the most polarising spaces in modern life: the online comments section.
Proving just how wild and ridiculous online discourse has become, this year’s ad was created using 100% real Aussie comments on everything from how to make the perfect cuppa, to some of the year’s most viral moments.
The ad envisions a world where these online personas are transported into a real-life comments section, injecting unwarranted and increasingly heated opinions on everyday scenarios.
Just as tensions peak, the camera cuts to Lambassador Sam Kekovich, cutlet in hand to rouse commenters out of their arguments.
Propelled by the familiar sight and scent of lamb, they soon forget their differences and come together over the ultimate unifier – a lamb BBQ.
General Manager for Marketing and Insights at MLA, Nathan Low, said: “When you delve into the world of online commentary, it would leave you thinking Aussies are at each other’s throats, no matter how trivial the topic. But in real life, we don’t treat each other like that.”
“The Summer Lamb campaign is an irreverent reminder that Australians are always at their best when we’re united, and there’s no better way to bring everyone together than an epic Aussie lamb BBQ.”
