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
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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