Meat and Livestock: Un-Australia 2023 ad

Following the launch of the annual summer Australian Lamb ad, Aussie Lamb is back to challenge the term “Un-Australian” and remind the world that it’s all our differences.

Research conducted by Australian Lamb found that almost half (45%) of Aussies have been called out for an “Un-Australian” act, while over half (52%) have used the term to describe someone or something. It seems it is most popular amongst Millennials, with the majority (60%) having called someone or something “Un-Australian” or been called it themselves (59%).

Unsurprisingly perhaps, the rise in living costs over the last 12 months has dominated the list of the most “Un-Australian” things to have happened in 2022. However, aside from the lettuce hitting the headlines, it’s the $34 watermelon causing the most uproar (55%), above both rising rent/property prices (36%) and rising interest rates (32%).

Now though, it seems that these callouts have gone too far. More than half (53%) of Australians believe that the term “Un-Australian” has become so overused in 2022 – it’s hard to know what is or isn’t Australian anymore. Interestingly, more men than women (61% versus 46%) believe this to be the case.

The latest advert from Australian Lamb imagines an alternate reality which sees people being called out for being “Un-Australian” before being banished to “Un-Australia” – an infinite cultural exile.

In the lifeless desert, we meet Aussies who’ve committed offenses from switching off the test cricket, eating a meat pie with a knife and fork to not knowing the second verse to Khe Sanh. When Lambassador Sam Kekovich appears in a cloud of smoke, alongside a sizzling BBQ and perfectly searing lamb, it’s clear all this “Un-Australian” accusing has gone too far.

Lambassador Sam Kekovich appears in a cloud of smoke alongside a sizzling BBQ and perfectly searing lamb.

Graeme Yardy, Domestic Market Manager at MLA says: “The use of “Un-Australian” has got out of control, everything from how you eat your pie to having a wedding on Grand Final day is on the chopping block. Chances are you’ll be viewed as “Un-Australian” by someone! What makes Australia great is that we celebrate our differences. Lamb is famous for bringing Aussies together, so what better way to cut through this division and help us come together over these collective differences than with a good lamb BBQ.”

“As ever, this campaign is topical, tongue in cheek and positions lamb as the meat of choice to unite us.”

The research confirmed that our national foods and eating habits are also sacred, with a Bunnings with no sausage sizzle (28%), eating a pie with a knife and fork (27%) and toasting fairy bread (24%) all being called out as “Un-Australian”.

Credits
Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Brand Manager: Derek Lau
Creative Agency – The Monkeys, part of Accenture Song
Group CEO and Co-Founder: Mark Green
Managing Director: Matt Michael
Group Chief Creative Officer and Co-Founder: Scott Nowell
Chief Creative Officer: Tara Ford
Creative Director: Scott Dettrick
Head of Innovation: Beth O’Brien
Creative team: Emmalie Narathipakorn and Seamus McAlary
Head of Production: Penny Brown
Production Coordinator: Emily Coleman
Business Strategy Director: Kit Lansdell
Head of Business Management: Topher Jones
Group Business Director: Andy Holmes
Senior Business Manager: Mitchell Bevan
Production Company: MOFA
Director: Yianni Warnock
Executive Producer: Claire Thompson
DOP: Lachlan Milne
Production Design: Sam Lukins
Casting: Citizen Jane
Edit House: Arc Edit
Editor: Phoebe Taylor
Post Executive Producer: Daniel Fry
VFX: Arc – Patrick Campbell, Ian Lewis, Richard Lambert, Chris Betteridge
Colourist: Trish Cahill
Music & Sound: MassiveMusic
Composer: Haydn Walker
Sound Designer: Simon Kane
Producer: Katrina Aquilia
Media Agency – UM
Matt Furlong – Head of Strategy, Sydney
Peter Stewart – Group Director
Laura Ellis – Senior Client Director
Amy Cummings – Senior Creative Connections Director
Callum Wells – Planning Director
Tom Carlon – Trading Director
Michelle Andrews – Senior Planning Manager
Cayley McArthur – Strategist
PR Agency – One Green Bean
Executive Director – Lauren Bailey
Head of Content – Laura Byrne
Business Director – Kirsty McGorty
Account Director – Molly Dodwell
Senior Project Manager – Amy McCann
Senior Account Manager – Natasha Esson
Project Manager – Ruby McCann
Project Executive – Indiah Clarke