It’s far less provocative than it has been in years past, but it’s as topical as it’s ever been. The Monkeys’ annual Australian lamb commercial for Meat and Livestock Australia has launched. This time, Australian lamb closes the Generation Gap, because no matter the differences – and gripes – between the Gens, everyone loves lamb.
The satirical 3-minute 2024 film imagines a world in which the generations have been separated by an impassable chasm (the Generation Gap) that keeps each age group away from the others and left to their own devices, each generation has become the worst versions of themselves – until a lamb BBQ appears to remind Aussies of all ages that we have more in common than we think. It also even features perennial lamb ambassador, Sam Kekovich.
The film was co-directed by Trent O’Donnell and Aimée-Lee Xu Hsien.
Graeme Yardy, domestic market manager at Meat and Livestock Australia, stated, “Pop culture would have us believe that the generations are practically different species. Apparently, Boomers are unable to master the basics of technology whilst Zoomers spend every waking moment making TikTok dances and Millennials spend too much on avo toast and craft beer.”
“But in reality, there’s far more that unites than separates us, and that’s what this year’s Summer Lamb campaign is all about. Whether it’s a love of our sporting heroes or our beautiful landscapes, the best of Australia always brings us together, and what better way to bridge the generational divide than over an epic Aussie lamb BBQ – the ultimate unifier.”
Scott Dettrick, creative director at The Monkeys, added, “With growing differences in wealth, opinions, and ways of communication, the generation gap in Australia has never been wider. The various frustrations this year have each generation throwing tropes around, looking for someone to blame. When you scratch beneath the surface though, it’s attitudes, not age, that divide us.
“Maybe if we just got around a lamb BBQ and had a chat, we might find out that grandad is actually pretty cool, or all that stuff millennials know can be really useful. Our entire creative process this year was a fun generational debate, and with multi-generational directors and editors on the films, it was all very method.”
The full-length ad premiered during the evening news of Seven and Nine on January 7
January, and will run now on free to air and subscription TV nationally. The full campaign includes TV, online video, catch up TV, paid social and retail OOH channels by UM, with earned media and owned
social by One Green Bean. For the first time, One Green Bean will also amplify the campaign via a social-first content piece launching across owned and influencer marketing channels from January 15.
The campaign will also be supported through key retail and butcher channel activation and integration.
Credits
Client: 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
The Monkeys Group CEO and Co-Founder & Accenture Song ANZ President: Mark Green
Managing Director: Matt Michael
The Monkeys & Accenture Song Growth Markets Chief Creative Officer: Tara Ford
Creative Director: Scott Dettrick
Creative Team: Jake Ausburn & Alex Polglase
Head of Production: Penny Brown
Senior Producer: Elliot Liebermann
Production Coordinator: Emily Coleman
Business Strategy Director: Kit Lansdell
Head of Business Management: Topher Jones
Senior Business Manager: Celine Dinant
Business Executive: Matt Stafford
Production Company: Rabbit
Directors: Aimée-Lee Xu Hsien & Trent O’Donnell
Managing Director, Partner & Executive Producer: Alex Hay
Partner & Executive Producer: Lucas Jenner
Producer: Morgan Hind
DOP: Emma Paine
Production Design: Virginia Mesiti
Casting: Citizen Jane Casting
Post-Production & Editing: The Editors
Editors: Grace O’Connell & Stu Morley
Executive Producer: Rita Gagliardi
Lead Flame Artist: Stu Cadzow
VFX Supervisor: Andreas Wanda
Colourist: Greg ‘Elvis’ Constanaras
Music & Sound: MassiveMusic
Composer: Haydn Walker
Sound Designer: Simon Kane
Producer: Katrina Aquilia
