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
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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