Lamb ad tears down border restrictions in time for Australia Day

The sharpest satirical commentary about state divisions over COVID-19 border closures has hit TV screens in the unlikely form of an advertisement for lamb.

The campaign from the Meat and Livestock Association satirises border restrictions caused by the pandemic and is the latest in the trade association’s 14-year campaign to boost lamb sales for Australia Day.

The Meat & Livestock Association’s summer lamb campaign celebrates how lamb can unite Australians.

Over the next six weeks, the “Make Lamb, Not Walls” campaign will receive heavy airplay over television, online, outdoor and social media.

In 2016 Operation Boomerang featured SBS newsreader Lee Lin Chin spearheading a military effort to repatriate Australians, including Princess Mary of Denmark, while a 2015 ad featuring cricket legend Richie Benaud hosting a BBQ boosted lamb sales by 35 per cent.

But last year’s ad, which satirised surveillance culture and the Cambridge Analytica scandal, was poorly received after it was delayed until January 27 due to the bushfires.

The history of memorable lamb advertising stretches back even further. Back in 1990 a youthful Naomi Watts turned down dinner with Tom Cruise because “mum’s doing a lamb roast”.

The Meat & Livestock Association reimagined state borders as physical Trumpian border walls in its annual January campaign designed to sell lamb.

“We never seek to be controversial, we just try and reflect the conversations that are going on,” Yardy said. “We are here to sell more lamb and it helps to keep it top of mind over the summer. One thing about this campaign is that it bats well above its worth.”

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