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Australian Lamb is back. And this year, the summer campaign is skewering the online comments dividing our nation. 

Created by Droga5 ANZ, part of Accenture Song, and directed by Max Barden from The Sweetshop, the film was created with 100% real Australian comments sourced from online platforms including Instagram, TikTok, Reddit, Facebook, and YouTube.

From an innocuous cuppa to a jacked Artificial Intelligence Kochie, it feels like everything is dividing the nation - that is until a lamb BBQ appears to remind Australians that when we get out of the comments and into the cutlets, we’re a kinder more united country. 

The first campaign to be released by Droga5 ANZ, the ad is accompanied by a bespoke 15” and OOH campaign that uses real comments about the ad, both good and bad, to drive people to watch the full film online. 

The ad premieres during the evening news of Seven and Nine today (7th January), 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. 

General manager for marketing and insights at Meat and Livestock Australia (MLA), Nathan Low, said, “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.” 

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.”