A look through 12 years of MLA’s epic summer ads

Lindsay Bennett
By Lindsay Bennett | 11 January 2018

Meat and Livestock Australia (MLA) was synonymous with Australia Day for 10 years before changing its tune in 2017 and deciding to move away from the date after mounting distaste over what the day represents.

While it is a national holiday, many Australians are divided over whether it should be celebrated because of what it represents to the Indigenous community. This year, ABC youth station Triple J moved its iconic Australia Day Hottest 100 in light of the issue.

The Australia Day ads have run since 2004, and have starred iconic Australians like the late Richie Benaud, Ita Buttrose and of course lambassador for many years running, Sam Kekovich.

Last year was the first time the brand, and its agency The Monkeys, shirked the Australia Day focus in favour of a celebration of summer and modern multiculturalism.

Released today, MLA has launched its 2018 push, zoning in on Australian politics with a Broadway-style sing-off between the left and the right wing.

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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