The idea that Aussies love lamb hit Australian TV in 1989 when Naomi Watts turned down a date with Tom Cruise to have her mum’s lamb roast.

The idea has burst back into MLA advertising. New MLA agency, The Monkeys, has given it a nice twist – that lamb is the ultimate crowd pleaser – thanks to the classic story, the Pied Piper, a cool music track and non-verbal humour.

As The Monkeys executive creative director, Scott Nowell, noted, “You never lamb alone. That’s the rule.”

So You Never Lamb Alone is the name of and the idea behind the new campaign, which kicked off during the AFL grand final on TV on September 27.

“Spring is a time when Australians cast aside their winter clothes and venture back out into the sunshine. They love a get together and when lamb is on the menu, people appear out of the woodwork,” stated Michael Edmonds, general manager global marketing at MLA.

The TVC, directed by The Glue Society (Revolver), is the first phase in an integrated campaign that unites Australians by reminding them that lamb is best when it’s shared.

Creative credits:

Agency: The Monkeys

Production company: Revolver

Director: The Glue Society, Matt Devine

Executive producer: Pip Smart

DOP: Geoffrey Simpson

Post production company: The Editors

Sound: Nylon

The Pied Piper music track was re-recorded, arranged and produced by Nylon Studio Sydney.

Producer/music arrangement: Scott Langley

Executive producer: Karla Henwood

Media Agency: UM

PR: One Green Bean