Border closures and a divided nation have played starring roles in the latest cheeky ad campaign for Australian lamb.
Meat and Livestock Australia’s popular annual summer television ad for the Aussie classic aired for the first time on Monday.
There’s no shortage of Australian larrikin humour in the ad, which takes a tongue-in-cheek swipe at state border closures which have divided the nation during the ongoing coronavirus pandemic.
The ‘Make Lamb Not Walls’ ad is set ten years down the track in 2031, where states and territories have become divided by giant concrete walls.
The latest television ad for Australian lamb aired for the first time on Monday, which is set a decade down the track where Australia is divided by concrete borders (pictured, a man being offered BBQ lamb through a crack in the imaginary border wall)
‘Today marks ten years since our once united nation was divided by the Great State Walls as tensions continue to escalate,’ a news announcer states.
A crack begins to emerge through the wall much to the excitement of an elderly man who gets a whiff of barbecued lamb on the other side of the concrete wall.
But not everyone is aware of what they’re missing on.
‘What’s on the other side Mummy?’ a concerned looking girl asks.
‘They’re called… Queenslanders,’ the woman replies.
The ad takes a tongue-in-cheek swipe at border closures (pictured) and a divided nation during the pandemic – showing the ‘New South Wall’ blocking off Queensland
The crack in the wall gets bigger as lamb lovers run from everywhere to help break down the wall before Australians finally unite over a barbecue.
‘You made it,’ the elderly man exclaims to a Western Australian miner who emerges from a hole in the ground.
She replies: ‘Yeah, sorry for trying to become our own country … again’ – in reference to Premier Mark McGowan’s strict border closures to most of the country during the pandemic.
Victorians are also mocked in the ad, along with Sydneysiders and Tasmanians.
Nor is Prime Minister Scott Morrison forgotten about.
Even Prime Minister Scott Morrison look-a-like (pictured) makes a cameo appearance at the end wearing a Hawaiian shirt – a reference to his 2019 holiday
The ad ends with a cameo appearance from the Prime Minister donning a Hawaiian shirt and lei with a refreshing cocktail in hand.
‘Ahh! What did I miss?’ a look-a-like asks he prepares to alight from an Aloha Airlines plane.
The cameo is a cheeky reference to Mr Morrison’s controversial Hawaiian holiday during the horror bushfires last summer.
It wouldn’t be a lamb ad without an appearance from ‘Lambassador’ and former VFL player Sam Kekovich, who’s featured in the campaigns since 2005.
The ad also mocks residents from each of the states, including Western Australia and Tasmania
‘We love a bit of a giggle, we don’t take ourselves too seriously and I think this ad is absolutely perfect,’ Kekovich told Sunrise on Monday.
‘The overriding message is that we are better and stronger when we come together.’
The full ad, which is two-and-a-half-minutes long was directed by Ariel Martin from Airbag.
‘As a brand that celebrates unity and the power of coming together, this year in the ad, we wanted to remind Australians that we are always stronger together,’ MLA domestic market manager Graeme Yardy said.
Border closures have plagued Australians since the start of the pandemic in March 2020, with premiers controversially shutting their doors when the virus picks up in other states and territories.
At present,
Former VFL player Sam Kekovich has starred in many lamb ads, including the new one
Many online viewers hailed the latest campaign as the best one yet.
‘Now THAT’S an advertisement worth watching,’ one woman commented.
Another added: ‘You cannot possibly out do this ad next year. Give your marketing dude a pay rise!
Others found the ad hilarious.
‘Love the subtle humour.. 2031, NBN still not rolled out, Sydney votes itself best city again, the guy using the tongs the wrong way…. brilliant campaign, hilarious ad,’ one wrote.
Another quipped: ‘A wall around south-east Queensland isn’t such a bad idea.’
But a few remained unconvinced and believe cricket great Richie Benaud’s starring role in the 2015 campaign just months before his death was one of the greatest.
‘Has to be the worst one yet. I thought these ads were meant to be funny. Bring back Richie,’ one wrote.
