You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we’re looking at Meat & Livestock Australia’s Australian Lamb campaign.
A new spot from Australian Lamb imagines a future where social distancing has been cemented in society – literally – by erecting walls across state lines.
Opening with panoramas of an Australia bisected by vast barriers that recall the Berlin Wall, the spot is set in the year 2031. With its states separated, the ad predicts discord between those on either side.
Hope comes in the form of a nice roast lamb, however, as lonely citizens reconnect over barbecue passed through a crack in the wall. Inspired by the taste, the spot shows Australians uniting to tear down the walls with tanks, battering rams and pickaxes.
“2020 has been a year that has really tested the Australian spirit. For the first time in our history having hard borders between states has challenged how to stay connected as individuals and as a country,” says Graeme Yardy, the domestic market manager at MLA.
“As a brand that celebrates unity and the power of coming together, this year in the ad, we wanted to remind Australians that we are always stronger together. Our hope for 2021 will be that the virtual get-togethers of the last 12 months, will be replaced with an Aussie lamb barbie, the most unifying, and delicious meal of all.”
The ad was directed by Ariel Martin from Airbag and created by The Monkeys, part of Accenture Interactive. The ad will be shown on free to air and subscription TV nationally and pushed out across digital, social and retail OOH channels.
“The last year has been so surreal that as a country we have come to accept that anything is possible. The idea of virtual borders becoming real ones in the near future feels more real than it probably should,” says Scott Dettrick, the creative director at The Monkeys.
“The start of 2021 is a great time for us to reflect and bring people back together over some lamb wherever possible.”