Since introducing Sam Kekovich as their spokesmen, Meat & Livestock Australia (MLA) have built a solid reputation for clever and entertaining Australia Day ads, urging Aussies to eat lamb on Jan 26.
Increasingly, the ads seem to be getting spicier and spicier, with this year’s “You Never Lamb Alone” campaign its most politically charged yet. The video posted online this morning directly tackles the issue of The First Fleet’s landing and spreads the message of welcoming boat people. It bravely provokes a dialogue around the national holiday’s different meanings to the diverse groups of people who live here, in a tone of voice funny and relatable.
The ad, which does not refer to ‘Australia Day’ at all, acknowledges the growing debate around the negative meaning of January 26, and is thus officially titled MLA’s “January campaign”. Nice.
In the commercial, ‘boat people’ from around the world land at a beach BBQ hosted by indigenous Australians as the locals welcomely share their beach with more people. The ad is loaded with subtle political digs including the British boat arriving and proclaiming “we are the first fleet” – to which the locals respond, “yeah – not quite mate”.
Check out the full ad below:
Meanwhile, Vegetarian Dave Hughes and the Alternative Meat Co. (AMC) have bit back against the idea that eating meat on Australia Day makes you ‘true blue’.
They shared this video poking fun at the traditional one-sided discussions that meat is a necessity for the traditional January 26th barbecue, by parodying early ‘Eat Lamb’ campaigns fronted by Kekovitch. Check it out below.