Droga5: Australian Lamb soothes the savage commenters
January 7, 2025
Australian Lamb is back for its 30th summer campaign. So is Sam Kekovich (for his 20th Australian lamb summer campaign). Lamb is still bringing Australian together – even at a time when it feels like everything is dividing the nation. This summer, Droga5 ANZ’s first Australian Lamb campaign is skewering the online comments pulling our nation apart.
The campaign commercial, directed by The Sweetshop’s Max Barden, was created with 100% real Australian comments – about everything from Raygun to how to drink tea – sourced from online platforms including Instagram, TikTok, Reddit, Facebook and YouTube. The advert is accompanied by a supporting 15-second film and OOH campaign that also use real comments about the commercial, both good and bad, to drive people to watch the full film online. This quirky audience-magnet addition references Australian Lamb’s provocative and topical history as well as underlining lamb’s core promise. It’s admirably clever, sharply witty and cuts through January’s advertising clutter.
The commercial premiered during the evening news of Seven and Nine on January 7, followed by a national media campaign rolled out by UM across BVOD, SVOD, YouTube, cinema, paid social and retail OOH. With One Green Bean driving reach across earned media and owned social.
Tara Ford, chief creative officer at Droga5 Australia, added, “The online world has been dividing the real world more than ever, so silencing the comments sections with Australian Lamb is the brand at its fearless, topical, irreverent best. Hopefully it gets people commenting in person over a cutlet or two.”
General manager for marketing and insights at Meat and Livestock Australia (MLA), Nathan Low, stated, “When you delve into the world of online commentary, it would leave you thinking Aussies are at each other’s throats, no matter how trivial the topic. But in real life, Aussies don’t treat each other like that. The Summer Lamb campaign is an irreverent reminder that Australians are always at our best when we’re united, and there’s no better way to bring everyone together than over an epic Aussie lamb BBQ.”
Credits: Client: Meat & Livestock Australia General Manager – Marketing and Insights: Nathan Low Strategic Marketing Operations Manager: Jeffrey Ng Brand Manager – Lamb: Derek Lau
Creative Agency: Droga5 ANZ, part of Accenture Song Production Company: The Sweetshop Director: Max Barden Editor: Joe Morris Finish: Alt VFX Audio Production & Music Supervision: Massive Music Sound Designer: Simon Kane Music Composition: Massive Music Media Agency: UM PR and Social Agency: One Green Bean Social Listening: Kinesso
Here’s a little taste of Australian Lamb’s talking point past by The Monkeys (now Droga5):
Australian Lamb is back for its 30th summer campaign. So is Sam Kekovich (for his 20th Australian lamb summer campaign). Lamb is still bringing Australian together – even at a time when it feels like everything is dividing the nation. This summer, Droga5 ANZ’s first Australian Lamb campaign is skewering the online comments pulling our nation apart.
The campaign commercial, directed by The Sweetshop’s Max Barden, was created with 100% real Australian comments – about everything from Raygun to how to drink tea – sourced from online platforms including Instagram, TikTok, Reddit, Facebook and YouTube. The advert is accompanied by a supporting 15-second film and OOH campaign that also use real comments about the commercial, both good and bad, to drive people to watch the full film online. This quirky audience-magnet addition references Australian Lamb’s provocative and topical history as well as underlining lamb’s core promise. It’s admirably clever, sharply witty and cuts through January’s advertising clutter.
The commercial premiered during the evening news of Seven and Nine on January 7, followed by a national media campaign rolled out by UM across BVOD, SVOD, YouTube, cinema, paid social and retail OOH. With One Green Bean driving reach across earned media and owned social.
Tara Ford, chief creative officer at Droga5 Australia, added, “The online world has been dividing the real world more than ever, so silencing the comments sections with Australian Lamb is the brand at its fearless, topical, irreverent best. Hopefully it gets people commenting in person over a cutlet or two.”
General manager for marketing and insights at Meat and Livestock Australia (MLA), Nathan Low, stated, “When you delve into the world of online commentary, it would leave you thinking Aussies are at each other’s throats, no matter how trivial the topic. But in real life, Aussies don’t treat each other like that. The Summer Lamb campaign is an irreverent reminder that Australians are always at our best when we’re united, and there’s no better way to bring everyone together than over an epic Aussie lamb BBQ.”
Credits:
Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Strategic Marketing Operations Manager: Jeffrey Ng
Brand Manager – Lamb: Derek Lau
Creative Agency: Droga5 ANZ, part of Accenture Song
Production Company: The Sweetshop
Director: Max Barden
Editor: Joe Morris
Finish: Alt VFX
Audio Production & Music Supervision: Massive Music
Sound Designer: Simon Kane
Music Composition: Massive Music
Media Agency: UM
PR and Social Agency: One Green Bean
Social Listening: Kinesso
Here’s a little taste of Australian Lamb’s talking point past by The Monkeys (now Droga5):
[The commercial did get Australia talking – banned and then not banned, here is the commercial:]