This is Un-Australian, that is Un-Australian. Meat & Livestock Australia (MLA)’s Australian Lamb and The Monkeys are poking fun at how often we condemn things as Un-Australian, reminding Aussies that our collective differences are cause for celebration, not division. In true Aussie Lamb style the new summer lamb commercial features topical jokes, a heavy dose of satire and an all-Aussie hero,

The long form advert directed by Yianni Warnock from MOFA, imagines an alternative 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, there are exiled Aussies who’ve committed offences 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.

Graeme Yardy, domestic market manager at MLA, stated, “The use of Un-Australian has got out of control, everything from putting onions on your sausage sizzle 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.”

Scott Dettrick, creative director at The Monkeys, part of Accenture Song, added, “We’re in an uncertain time where people are struggling to define what it means to be Australian but, ironically, some find it very easy to define what is Un-Australian. Our campaign explores how we can rethink what it really means to be a modern Australian and, with the help of a Lamb BBQ, come back together as a nation.”

The full-length ad premiered during the tea break on Day Two of the Australia vs. South Africa Cricket Test through a Channel Seven partnership, followed by free to air and subscription TV nationally. The campaign will run across digital, social media and retail OOH channels by UM, with One Green Bean driving reach for the campaign across earned media and owned social. This will also be supported through key retail and Foodservice partners.

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
Group CEO & 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
Post Producer: Elliot Liebermann
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: Patrick Campbell, Ian Lewis, Richard Lambert, Chris Betteridge @ Arc  
Colourist: Trish Cahill
Music & Sound: MassiveMusic
Composer: Haydn Walker 
Sound Designer: Simon Kane 
Producer: Katrina Aquilia

Media Agency: UM
Head of Strategy, Sydney: Matt Furlong 
Group Director: Peter Stewart 
Senior Client Director:Laura Ellis 
Senior Creative Connections Director: Amy Cummings  
Planning Director: Callum Wells 
Tom Carlon: Trading Director
Michelle Andrews: Senior Planning Manager 
Strategist: Cayley McArthur

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