One of the most successful and enduring marketing campaigns in Australia 🇦🇺 this century, and one of the most anticipated events in the lead-up to Australia Day/Invasion Day on 26 January, is the release of Australian Lamb's annual ad 🐑.
🥩 Yes, a commercial encouraging people to eat lamb, I kid you not!
📺 Since 2004, the annual lamb ad has tackled some of Australia's hottest issues of the day, always in a tongue-in-cheek way. 😉
🦘 The 2017 ad covered Australia's immigration history and called for a date change for Australia Day, a very divisive topic.
🦘 One of the better ones was for 2023 when the topic was that very over-used Australian term: 'un-Australian'.
So what does 'un-Australian' mean?
Well, it is used to describe anything that is "not in accordance with characteristics and values considered to be typical of Australian people". The term, which really took hold in the 1990s for political reasons, is so part of the Australian vernacular that it even has its own Wikipedia entry.
But as there is no such real thing as a "typical Aussie" 🤠🧓🏽👩🏻🧑🏽🦲👩🏿🧑🏻🦰👩🦰, the term can be and is used for anything any Aussie just simply doesn't agree with or not like, as is featured in the ad.
Best line in the ad: not knowing the lyrics to Khe Sanh is 'un-Australian' (a reference only Aussies will know).
🦘 The theme for 2024 was more universal – the generation gap.
The theme for 2025 is 'the comments section'. To be honest, I found it to be a bit too predictable and missing some of the shine of previous lamb ads.
The lamb ads stand out for their controversies, ranging from no mention of Australia Day to the ludicrousness that a lamb barbie can bridge all generational differences. 🗣️ Hey, it gets Aussies talking.
😁 I love how one Aussie, with no irony, posted a comment criticising the 2024 ad as 'un-Australian'.
Wanting your text and content to get Aussies talking (in a good way)? Talk to me! Drop me a line at info@nicknasev.com and let's discuss.
.%20A%20day%20of%20campaigning%20%E2%99%80%20%E2%80%A6%20or%20a%20day%20to%20buy%20flowers%20%F0%9F%92%90.jpg)
