A look through 10 years of MLA's epic summer ads

By Mariam Cheik-Hussein | 21 January 2019

The highly-anticipated Meat and Livestock Australia (MLA) summer campaign drops today so we’re taking a look back at its history.

Initially running on Australia Day, early MLA ads featured the much-loved Sam Kekovich in finely crafted rants telling viewers it’s "unAustralian" to not eat lamb.

After 10 years of Kekovich berating Australians, the brand moved on to other big names, such as cricket commentator Richie Benaud in the 2015 ‘You’ll Never Lamb Alone’ ad.

In the spot, created by The Monkeys, he rounds up other Aussie icons, including journalist Ita Buttrose, Captain James Cook, cricketer Don Bradman and, of course, former ‘Lambassador’ Kekovich, for a BBQ at his place.

In 2017 MLA split from Australia Day, following increasing criticism the date marks the start of British colonialism and backlash from the Indigenous community. However, the ad still made a political point and celebrated the diversity of Australia’s history.

Last year it released a musical-themed ‘Lamb Side Story’ ad, which continued to push for inclusion.

In the spot, left and right wing factions were pitted against each other and touched on issues such as global warming, same-sex marriage and gender diversity.

2018 - Lamb Side Story

2017 - Celebrate Australia with a lamb BBQ

2016 - Commence Operation Boomerang

2015 - Richie Benaud will not lamb alone this Australia Day

2014 - Generation Lamb

2013- Lambnesia

2012 - Barbie Girl

2011 - Lambassador Sam Kekovich takes on Europe

2010 -Sam Kekovich addresses UN

2009 - Australian Chop Exchange

2008 - Eat Lamb On Australian Week

2007 - An Address to the Nation

2006 - Sam Kekovich

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