Aussies smash down COVID border walls in cheeky new lamb ad

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Meat and Livestock Australia’s (MLA) highly anticipated annual summer ad for Australian Lamb has landed for 2021 and it’s just as cheeky as ever. The clip, which launched exclusively on Sunrise on Monday, features a tongue in cheek take on border closures and state divisions during the Covid-19 pandemic. Make Lamb, Not Walls, the ad is set in the not too distant future where division between states has escalated to new heights. When a crack appears, the aroma of a perfectly cooked piece of lamb on one side of a wall is too much for Aussies to resist, so they smash through the concrete and reunite over a BBQ. MLA domestic market manager Graeme Yardy said, 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. We know Lamb is the meal that Australians love to come together over and share and the campaign is focused on reminding consumers to enjoy high quality lamb with family and friends this summer. As ever, this campaign is topical, tongue in cheek and positions lamb as the meat of choice to unite us. Lambassador Sam Kekovich, who appears in the ad, told Sunrise it is a celebration of unity and the great Australian spirit. We love a bit of a giggle, we don’t take ourselves too seriously and I think this ad is absolutely perfect. The overriding message is that we are better and stronger when we come together. The ad will start regularly airing on TV from Monday.