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12 January 2018

Digital Ad of the Week: Meat & Livestock Australia 'Lamb Side Story' (Australia)



Meat & Livestock Australia (MLA) is causing a bit of stir with the release of its annual Summer Lamb campaign, by turning Australia's divided political climate into a Broadway-style satirical musical.

The ad, based on the 1961 musical West Side Story, kicks off with a suburban mother seen cooking lamb for her children on a barbecue before urging them: "Quick kids - go inside. It's the extreme left and right wing commentators represented as Broadway musical style street gangs - a satirical commentary on our current divided political climate."

Created by The Monkeys, it features right wingers dressed in blue - singing "If you are right, you are right about every single issue" while the left, dressed in shades of red, hit back on equal rights and climate change. After a series of counter interactions, the ad culminates with both groups setting their differences aside and agreeing to enjoy a barbecue together.

"Lamb as a brand stands for unity and this latest campaign shines a light on what unites us rather than divides us," says Lisa Sharp, chief marketing officer of MLA. "We are celebrating our nation's ability to put aside our differences and join together over our love of lamb, the meat that brings everyone to the table."

The campaign is set to run across digital, social, TV and cinema, with additional PR and media support. In-store and point-of-sale promotions are also part of it. 

Check out the full ad below:

Cream subscribers can view case studies of a selection of Meat and Livestock Australia's previous campaigns below:

Chopular Culture (2011)

Spring fashions (2010)

Lamb with your tennis? (2008)


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