The Lambs commercial for 2022 explores some of the absurdities of the pandemic and puts Australia back on the map after so long isolated and forgotten by the world.
“Hey Ma, I was told Australia was real,” one American told TVC, Australian Lamb: The Lost Country of the Pacific.
The upcoming ad created by The Monkeys, part of Accenture Interactive, for Meat & Livestock Australia (MLA), features hidden jokes, political digs and mouth-watering lamb.
The annual Australian Lamb summer advertisement puts the pandemic back in the frame, building on last year’s Make Lamb not Walls urging lower state borders.
This year, lamb is considered world-class and the message is: Share the Lamb, 100% Australian.
The long, richly detailed ad, directed by Rabbit’s Al Morrow, follows a world explorer and companion as they rediscover the existence of an entire world outside Australia’s castle.
The first clue is a soft toy with a label on it, made in China. “Oh yeah. I forgot China,” says the explorer.
His friend: “We forgot that there was a whole world out there.”
The duo, inspired by the bewildering landscape of Australian pregnancy, is planting a plan to put Australia back on the international map.
Lambassador Sam Kekovich, soccer player and sports commentator, is back as the architect of a large-scale national lamb roll, a scheme that draws in Australians to stir up barbecues, sending a huge cutlet-shaped smoke signal to the rest of the world.
The TV ad reminds us that Australia is a country that should not be forgotten. At the airport, there are warm encounters with returning travelers to sunny skies and lamb roasts.
With space-traveling billionaires (Elon and Jeff) emerging into American conspiracy theorists, the ad is a satirical look at the world through a global pandemic.
“Thank God, we don’t have to pick the fruit ourselves anymore,” an Australian couple said upon spotting them on their backs.
Closing scene in the office of the Premier of Western Australia, Mark McGowan: “I think I’m going to stay here a little longer,” he said while looking at a map showing that state as the only place in the world.
Graeme Yardi, Director of Local Market, MLA: “Every year the ‘Share the Lamb’ brand gives us a great opportunity to show how the unmistakable flavor and aroma of lamb brings together Australians, even during the toughest times.
“In 2020, we’ve all been talking about breaking state boundaries, but this year we’re ready to finally open up to the rest of the world, and what better way to make the call than with delicious Australian lamb.”
Scott Dettrick, Creative Director at The Monkeys: “It’s been another really weird year in Australia where I feel like it didn’t all happen at once.
“We have been exploring our own backyard and generally meditating, but as 2022 begins, we are finally turning our attention toward reconnecting with the rest of the world.
“We’ve worked long and hard to put Australia on the map and we don’t want to become the ‘lost country in the Pacific’.
“What better way to come together with the rest of the world than to get everyone involved in a Barbie pregnancy game.”
The ad was launched via free TV and subscription nationwide last night (Sunday) and will be disseminated across OOH digital, social and retail channels by media agency UM, with One Green Bean covering the campaign via acquired media and owned social networks.
Client – Australian Meat and Livestock Company
General Manager – Marketing & Insights: Nathan Lowe
Local Market Manager: Graeme Yardi
Campaign advisor: David Ribetzky
Brand Manager: Anna Sharp
Assistant Brand Manager: Christina Bate
Creative Agency – Monkeys, part of Accenture Interactive
Group CEO and Co-Founder: Mark Green
Managing Director: Matt Michael
Group Chief Creative Officer and Co-Founder: Scott Noel
Creative Director: Tara Ford
Creative Director: Scott Dettrick
Creative Team: Emmalie Naratipakorn and Seamus McAlary
Head of Production: Benny Brown
Senior Producer: Katie Bassett
OOH Producer: Alex Watson
Business Strategy Manager: Kit Lansdell
Business Leader: Topher Jones
Senior Business Manager: Fizzy Keeble
Senior Business Manager: Mitchell Bevan
Design Lead: James Hallyday
Production company: Bunny Content
Director: Al Muro
Executive Producer: Lucas Jenner
Co-Executive Producer: Marcus Butler
DOP: James L. Brown
Production Design: Elisa Baker
Starring: Peta Einberg
Editorial House: Editors
Editors: Mark Burnett and Grace O’Connell
Visual effects: white chocolate
Colorist: Matt Win
Music and sound by Song Zhou
Composer: Haydn Walker
Sound Designer: Simon Kane
Producer: Katrina Aquileia
Media Agency – UM
Hayley Bieber – Senior Client Manager
Laura Ellis – Client Manager
Shannen Klott – Senior Trading Manager
Joshua Coles – Trader Partnerships
Cameron Roberts – Director of Strategy
Madison Thompson – Strategist
Monique Chergwen – Integrated Planning Manager
Andrew Harris – Senior Integrated Planner
Public Relations Agency – One Green Bean
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