Australian Lamb has officially launched its highly anticipated advertising campaign for summer 2025, featuring Olympic breakdancer Rachel "Raygun" Gunn. This year, the ad carries the clever theme of encouraging Australians to "get out of the comments section" and focus on real-life connections, particularly through the joy of sharing lamb at barbecues.
The campaign creatively highlights the often absurd and overly negative nature of online commentary. Recognized for her performances at the 2024 Paris Olympics, Raygun has been at the center of both support and criticism from online viewers, serving as the perfect focal point for this year's humorous narrative. The ad cleverly implements real comments from the internet, shaping characters who bicker over everything from dog grooming to the proper way to make tea, including Raygun's unique dance style.
One memorable scene shows several characters arguing passionately about whether one should add milk to tea before or after removing the tea bag, capturing the trivial nature of some social media discussions. Such quirky debates culminate with humorous remarks like, "We’re fighting over tea now..." which resonates with viewers who have seen similar exchanges online.
The centerpiece of the advertisement is Lambassador Sam Kekovich, who at one point holds up a perfectly grilled lamb cutlet and proclaims, "C'mon everybody, get out of the comments and get onto the cutlets." This line serves as both the climax of the narrative and a humorous push toward embracing communal meals and togetherness.
According to Nathan Low, the General Manager for Marketing at Livestock Australia, the 2025 campaign aims to remind Australians just how disparate online interactions can appear compared to real-life engagements. He notes, "When you look at online commentary, it would leave you thinking Aussies are at each other's throats... But in real life, we don't treat each other like this. The Summer Lamb campaign is meant to show we’re always at our best when we’re united, and there’s no more delicious way to bring everyone together than with a BBQ featuring Australian lamb."
Gunn, who experienced considerable trolling after her Olympic performances, captures the frustrations many feel with social media negativity. At the end of the ad, after showcasing the vibrant, hectic comments section, viewers witness her overcoming the criticism, encouraging unity through shared meals instead. Reflecting on her experience, Raygun expressed how challenging it has been to navigate the public's reaction to her performances, stating, "It’s been so hard to process... I think the haters want me to be locked away in a room, ashamed and quiet." Her poignant words resonate with many who deal with online trolling.
The lighthearted yet serious tone of this year’s campaign attempts to shift the focus from virtual negativity back to real-life camaraderie, highlighting how sharing food—especially lamb—can bring people together. This year’s Australian Lamb advertisement continues to build upon the cultural significance of its predecessors, which have tackled various themes over the years, such as poking fun at national identities and exploring contemporary challenges among Australians.
Overall, the 2025 Australian Lamb ad showcases the humorous side of digital interactions, blending it with the wholesome message of gathering friends and family around the barbecue. It urges viewers to come together and enjoy the simpler pleasures of life over a great meal rather than getting tangled up in the chaos of online commentary.
With humor at its core, this year's Australian Lamb campaign not only entertains but also invites Australians to reflect on their online behavior and the importance of community. The ad concludes on a warm note, with the characters putting aside their online disagreements and uniting over the shared experience of enjoying lamb grilled to perfection, reminding us all of the power of food to bridge divides.