Border closures and a divided nation played a starring role in the latest cheeky Australian lamb advertising campaign.
Meat and Livestock Australia premiered on Monday Meat and Livestock Australia’s popular annual summer ad for the classic Australian dish.
Larrikin’s Australian humor is not lacking in the ad, which takes a lick in the state border closures that have divided the country during the ongoing coronavirus pandemic.
The ‘Make Lamb Not Walls’ announcement takes place ten years later in 2031, when states and territories were divided by giant concrete walls.
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The latest TV commercial for Australian lamb first aired on Monday, which takes place a decade later, where Australia is divided by concrete borders (pictured, man is offered barbecue lamb through a crack in the imaginary border wall)
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“Today marks the tenth anniversary of the division of our once united nation by the great state walls as tensions continue to escalate,” says an announcer.
A crack begins to emerge through the wall much to the excitement of an elderly man who takes a whiff of grilled lamb from across the concrete wall.
But not everyone is aware of what they are missing.
“What’s on mom’s other side?” asks a worried girl.
“We call them… Queenslanders,” the woman replies.
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The ad takes an ironic brushstroke on closing borders (pictured) and a nation divided during pandemic – showing the ‘new south wall’ blocking Queensland
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The crack in the wall grows larger as lamb lovers run around to help break down the wall before Australians finally unite around a barbecue.
“You’ve done it,” the old man exclaims to a Western Australian miner emerging from a hole in the ground.
She responds, “Yeah, sorry for trying to become our own country… again” – referring to Prime Minister Mark McGowan’s strict border closures with most countries during the pandemic.
The Victorians are also ridiculed in the ad, along with the Sydneysiders and Tasmanians.
Prime Minister Scott Morrison is not forgotten either.
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Even Prime Minister Scott Morrison’s lookalike (pictured) makes an appearance at the end with a Hawaiian shirt – a reference to his 2019 vacation
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The ad ends with an appearance of the Prime Minister wearing a Hawaiian shirt and lei with a refreshing cocktail in hand.
“Ahh! What did I miss? ‘ asks a lookalike as he prepares to get off an Aloha Airlines plane.
The cameo is a cheeky reference to Mr. Morrison’s controversial Hawaii vacation during last summer’s horror bushfires.
It wouldn’t be a lamb commercial without an appearance by “Lambassador” and former VFL player Sam Kekovich, who has appeared in campaigns since 2005.
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The ad also pokes fun at residents of every state, including Western Australia and Tasmania
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“We love to laugh a bit, we don’t take ourselves too seriously and I think this ad is absolutely perfect,” Kekovich told Sunrise on Monday.
“The overarching message is that we are better and stronger when we come together.
The full announcement, which lasts two and a half minutes, was performed by Ariel Martin of Airbag.
“As a brand that celebrates unity and the power to come together, this year in advertising we wanted to remind Australians that we are always stronger together,” said Graeme Yardy, MLA Home Market Director.
Border closures have affected Australians since the start of the pandemic in March 2020, with prime ministers controversially shutting down when the virus spreads to other states and territories.
Now,
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Former VFL player Sam Kekovich has appeared in numerous lamb commercials, including the new one
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Many internet users described the latest campaign as the best to date.
“Now that’s an ad to watch,” one woman commented.
Another added: “You can’t make that announcement next year. Give your marketing guy a raise!
Others found the ad hilarious.
“Love the subtle humor .. 2031, NBN still not rolled out, Sydney ranks best city again, guy uses pliers the wrong way… brilliant campaign, hilarious ad,” wrote one of them.
Another joked: “A wall around South East Queensland is not such a bad idea.
But a few remained skeptical and believe that the leading role of great cricketer Richie Benaud in the 2015 campaign a few months before his death was one of the biggest.
“Must be the worst yet. I thought these ads were meant to be fun. Bring Richie back, ”one wrote.
