Meat and Livestock Australia is a real-life association that every year makes a (usually very cheeky) ad campaign encouraging Australians to eat more lamb. Don't question it -- it's just a thing here.
This effort makes a point of moving as far away as possible from the group's "Operation Boomerang" ad, which was criticized as being insulting to Indigenous people. How? By enlisting an all-star, diverse cast of Australians.
Featuring 150 people from a bunch of different backgrounds (including, oddly, a vegetarian), the campaign is a celebration of diversity, equal parts irreverent and warm-hearted. Also, it’s making us hungry.
The ad features cameos from high-profile football player Greg Inglis, Olympian Cathy Freeman, comedian Jordan Raskopoulos, model Samantha Harris, actor Arka Das and a host of other Australians — all coming together on a cliff to celebrate the wonders of eating little baby lambs.
Andrew Howie, marketing director of Meat and Livestock Australia, told Mumbrella, "We really thought it was important to highlight that when you watch TV and what you see in the broader media does not reflect what Australia truly looks like."
A light-hearted look at a serious, ongoing issue in Australian media. Hey, why not?
The best part of the ad? When Arka Das starts handing out barbecued meat by asking "Who was first?" Indigenous role models, Inglis and Freeman, say, "Err, that'd be us!"
Topics Diversity
