Meat & Livestock Australia (MLA) has launched its highly anticipated summer campaign and this time is calling for Australian and New Zealand to unite over its love for lamb.
The ad, created by The Monkeys, addresses Cricket Australia’s ball tampering scandal, our rotating roster of Prime Ministers and the controversial right-wing Populist Party One Nation.
The two-minute spot opens with Australia’s first prime minister, Edmund Barton, as he finalises the constitution act that saw New Zealand become part of the Commonwealth.
It then moves to more recent times with politicians declaring Australia has “lost the plot”.
“[We] can’t even hang on to a Prime Minister,” he says as ex-Prime Minister Malcolm Turnbull's photo is taken down.
Another suggests to “finally make New Zealand a part of us”, calling for Trans-Tasman unity.
The campaign argues that lamb is the “smell of unity” with Australians and New Zealands coming together over a BBQ.
The ad closes with Australian politicians meeting with New Zealanders who agree to consult their Prime Minister Jacinda Ardern and find a different day for Australia Day.
"As we all know, Australia is the greatest country on earth, but frankly right now, New Zealand is doing Australia better than Australia," one politician says.
Long-standing ‘Lambassador’ Sam Kekovich also makes an appearance in the ad as he offers a peace offering of lamb to other New Zealanders.
MLA domestic market manager Graeme Yardy says MLA has become famous for settling differences and promoting unity.
"The good-humoured rivalry between Australia and New Zealand is something that underpins both countries' cultures," he says.
The Monkeys creative director Vince Lagana adds: "Lamb has always been about uniting Australians around what makes our country the greatest, but in recent times we seem to have lost our way. Whereas our Kiwi neighbours, under the leadership of Jacinda, are progressing nicely."
"True to tradition we always claim the best of New Zealand – but this time, with the help of a little lamb chop, we want to go one step further and claim the entire nation to form ‘New Australia-land’. Edmund Barton almost made it happen in 1900. In 2019 we want to make it a reality."
MLA's summer campaign, which in the past was released to celebrate Australia Day, has become one of Australia's biggest advertising moments.
Last year the brand took the battle between Australia's left and right to the streets in a Broadway-style musical.
To promote this year's campaign, MLA is partnerning with Junkee Media and Nova’s Fitzy & Wippa in a content push that will show Australians and New Zealanders coming together over lamb.
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