Australia Day lamb ad: Marketing Masterstroke or Mistake?

Meat and Livestock Australia have today released their annual Australia Day “Lamb Side Story” ad to mixed reviews.



The Broadway-style ad harks back to the musical West Side Story using gangs to symbolise the left and right sides of Australian politics. Those on the right side make disparaging comments about climate change, political correctness and gay rights, while those of the left claim to “stick up for the little guy/girl”.


In the middle of all of this, is a suburban mother who unifies the warring sides by reminding them of their mutual love for lamb. The choir then help themselves to a lamb chop and parade around for a final kumbaya moment, exclaiming “We love our lamb!”. Although, it’s not a compete lovefest with viewers taking to social media to express their grievances.


Admittedly, there are some clever moments in this ad. Particularly the pivot away from the hyper-masculine nature of previous lamb ads which had Sam Kekovich talking down the barrel of the camera about ‘un-Australianism’.


Making the central character a middle-aged woman is a clever move considering women make 93% of food related consumer purchases (Yankelovich Monitor & Greenfield Online).


Additionally, a character on the right side resembling a blonde haired, sunglasses wearing, sassy Milo Yiannopoulous calls the leader of the right “daddy” – the same name Yiannopoulous reserves for Donald Trump. There is also a Malcolm Turnbull look-a-like sitting on a literal fence and a cameo from original lamb man Sam Kekovich, who blasts the fence-sitter with a garden hose.


The annual lamb ads have become renowned for tackling issues of diversity and multiculturalism, albeit to varying degrees of criticism. Last year saw a lamb ad banned for being offensive to the Indian community when depicting Hindu God Ganesha as a meat eater, despite being known as a vegetarian.


On the contrary, another lamb ad featuring Cathy Freeman, Poh Ling Yeow, Wendell Sailor and Adam Gilchrist went viral with its “Aren’t we all boat people” catch cry. The ad was widely praised for its simple yet nuanced comment on the polarising topic of immigration.


But when it comes to the 2018 offering, the same argument just doesn’t hold up. 12 years later, the idea of putting our differences aside and becoming united over our love for lamb is becoming tiresome.


Speaking of tiresome, the inclusion of a flamboyant gay man in the ad appears to make a comment on Australia’s recent legalization of gay marriage, but the reliance on an overused stereotype to represent a gay person is painfully unoriginal.


Previous lamb ads portrayed minority representatives with respect and challenged stereotypes, whereas this ad does nothing more than reinforce them.


Commenters online have labelled the three-minute ad “vomit inducing” and “too long”.


Comedian Dave Hughes has also previously questioned how eating meat makes you more, or less, Australian.


And considering the British Medical Journal and World Health Organisation have conceded that a high consumption of meat increases your chances of cancer, stroke, heart disease etc. should we be questioning something more than, ‘Is this ad any good’?


Most probably … but that’s a whole other ‘Lamb Side Story’.


Ultimately, this ad is uninspiring, lacks nuance and is too damn long. But no one could sum it up better than Anton Posa on Twitter who labelled it, “#CringeSideStory”.


So for these reasons, this week, it’s a Marketing Mistake.


Follow us on Facebook & Instagram to stay up to date with our weekly installments of #MarketingMasterstrokeOrMistake




164 thoughts on “Australia Day lamb ad: Marketing Masterstroke or Mistake?

  1. Pingback: luci led camera
  2. Pingback: butterfly sport
  3. Pingback: Fiverr Earn
  4. Pingback: Fiverr Earn
  5. Pingback: fiverrearn.com
  6. Pingback: fiverrearn.com
  7. Pingback: fiverrearn.com
  8. Pingback: TLI
  9. Pingback: endopump
  10. Pingback: clima de hoy
  11. Pingback: weather today
  12. Pingback: fiverrearn.com
  13. Pingback: fiverrearn.com
  14. Pingback: fiverrearn.com
  15. Pingback: fiverrearn.com
  16. Pingback: grey frenchie
  17. Pingback: bernedoodle
  18. Pingback: designer dogs
  19. Pingback: chiweenie
  20. Pingback: exotic bullies
  21. Pingback: blogging
  22. Pingback: pied frenchie
  23. Pingback: bitcoin
  24. Pingback: micro frenchies
  25. Pingback: techno
  26. Pingback: future university
  27. Pingback: future university
  28. Pingback: future university
  29. Pingback: future university
  30. Pingback: future university
  31. Pingback: future university
  32. Pingback: future university
  33. Pingback: future university
  34. Pingback: daftar multisbo
  35. Pingback: wix marketplace
  36. Pingback: Fiverr.Com
  37. Pingback: FiverrEarn
  38. Pingback: Warranty
  39. Pingback: FUE
  40. Pingback: FUE
  41. Pingback: FUE
  42. Pingback: Classic Books 500
  43. Pingback: FiverrEarn
  44. Pingback: FiverrEarn
  45. Pingback: Fiverr.Com
  46. Pingback: FiverrEarn
  47. Pingback: FiverrEarn
  48. Pingback: FiverrEarn
  49. Pingback: FiverrEarn
  50. Pingback: FiverrEarn
  51. Pingback: pupuk anorganik
  52. Pingback: partners
  53. Pingback: fue
  54. Pingback: kerassentials
  55. Pingback: glucotrust
  56. Pingback: neuro rise
  57. Pingback: french bulldog
  58. Pingback: frenchie stud
  59. Pingback: FiverrEarn
  60. Pingback: FiverrEarn
  61. Pingback: FiverrEarn
  62. Pingback: FiverrEarn
  63. Pingback: FiverrEarn
  64. Pingback: FiverrEarn
  65. Pingback: live sex cams
  66. Pingback: live sex cams
  67. Pingback: live sex cams
  68. Pingback: FiverrEarn
  69. Pingback: FiverrEarn
  70. Pingback: FiverrEarn
  71. Pingback: FiverrEarn
  72. Pingback: FiverrEarn
  73. Pingback: FiverrEarn
  74. Pingback: FiverrEarn
  75. Pingback: FiverrEarn
  76. Pingback: FiverrEarn
  77. Pingback: FiverrEarn
  78. Pingback: FiverrEarn
  79. Pingback: FiverrEarn
  80. Pingback: FiverrEarn
  81. Pingback: FiverrEarn
  82. Pingback: FiverrEarn
  83. Pingback: FiverrEarn
  84. Pingback: wix login
  85. Pingback: wix website
  86. Pingback: shopping cart
  87. Pingback: digital marketing
  88. Pingback: live sex cams
  89. Pingback: live sex cams
  90. Pingback: rare breed-trigger
  91. Pingback: 늑대닷컴
  92. Pingback: Slot Buah
  93. Pingback: nangs sydney
  94. Pingback: หวย24
  95. Pingback: Best face toner
  96. Pingback: free adult webcams
  97. Pingback: judi online
  98. Pingback: resort lake placid
  99. Pingback: itsMasum.Com
  100. Pingback: Skywhip tanks
  101. Pingback: itsmasum.com
  102. Pingback: talkwithstarnger

Comments are closed.

Written By: Rob