MLA’s Australia Day lambs up with Lee Lin Chin

11 January 2016

Creative Agency: The Monkeys

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Vegans beware; MLA is back and it's meatier than ever

Meat and Livestock Australia has launched its Australia Day campaign and it’s just as epic as last year.

Starring Lee Lin Chin, the ad focuses on an epic mission to bring overseas Australians home for Australia Day. The commercial feels a little Mission Impossible/Tom Cruise, with Chin as the commander in charge of Project Boomerang, with masked agents breaking through windows to kidnap iconic Aussies.

The message of the two-minute clip by The Monkeys is to never lamb alone, and features Sam Kekovich, Fitzy & Wippa, rugby player Stephen Moore, cricketer Mitchell Johnson and celebrity chef George Calombaris on the barbeque.

There is also a suggestion of kidnapping Princess Mary from Denmark to join in on the lamb festivities.

Scott Nowell, executive creative director of The Monkeys, says: “This year the thought was around what about the Australia Day orphans? All those ex-pats in foreign countries, cold and alone on January 26th, missing out on a lamb barbeque with their friends or family. Then it was about how we could get them back home with their loved ones this Australia Day.”

The campaign has big shoes to fill after last year’s campaign starring the late Richie Benaud, but is set to top2015's popularity already.

The Australia Day campaign will roll out across TV, radio and digital from Monday 11 January.


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