The latest installment of the long running Australia Day Lamb Campaign has been released.
This highly regarded series of ads started in 2005 and stars Sam Kekovich. Sam has always been very forthright in his approach to eating lamb, especially on Australia Day, and he castigates anyone as being un-Australian if they disagreed.
In this day of inclusiveness Sam’s brutal approach could be misconstrued as being overtly nationalistic.
Enter Lee Lin Chin, the legendary newsreader for SBS.
This is an inspired piece of casting, that brings a new face to the Australian Meat and Livestock campaign. It proves once and for all that you don’t need to be a white Australian male to enjoy a lamb chop.
Not surprisingly the latest commercial has still received a number of complaints, this time from the vegan community. They believe that the torching of the kale, by the commandos, borders on violence towards those; “…soap avoiding, hippy, vegetarians” as Sam described them in the original ad.
Good ads stand out by being controversial – this one is no different.
The sales figures also back up the success of the campaign, with butchers reporting that lamb sales skyrocket by 35% around January 26th.
Watch the Australia Day Lamb 2016 ad here.