The 2025 Australian Lamb Summer Advertising Campaign is back, and this year it’s taking on the online debates dividing the nation. Created by Droga5 ANZ, part of Accenture Song, the ad has been directed by Max Barden from The Sweetshop. Utilizing 100% authentic Australian comments sourced from social media platforms like Instagram, TikTok, Reddit, Facebook, and YouTube, the campaign humorously explores just how absurd these digital discussions can get.
What’s the premise? It imagines a surreal world where the heated discussions happening online are played out among everyday Australians. Topics range from innocuous comments about dog grooming to intense brawls over artificial intelligence and wind farms. Just when these debates escalate and chaos ensues, ‘Lambassador’ Sam Kekovich makes his entrance wielding a delightful lamb cutlet and reminding everyone what truly unites us: delicious Aussie lamb.
Your typical lamb ad is known for its humor, but this year’s installment adds another layer by reflecting the reality of online interactions. While social media can leave one believing Australians are at odds with each other even over the smallest issues, the campaign reinforces the notion, as Nathan Low, the General Manager for Marketing at Meat and Livestock Australia (MLA), put it, “When you seek out the world of online commentary, it would leave you thinking Aussies are at each other’s throats, no matter how trivial the topic.”
Beyond the comedic absurdity, the ad serves as a reminder of the unity we experience when we come together over food. The concept is timely, especially considering how the online world can negatively affect real-life interactions. Tara Ford, Chief Creative Officer at Droga5 Australia, remarked, “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.”
This year’s ad will premiere during the evening news on January 7, 2025, across major networks Seven and Nine. It will then be followed by a national campaign across BVOD, SVOD, YouTube, cinema, and retail OOH. This strategy is supported by media agency UM, with One Green Bean managing the outreach through earned media and social reach.
Certainly, it’s no exaggeration—this campaign celebrates the ability of lamb to bring people together, illustrating the shared humor and values among Australians. Low adds, “The Summer Lamb campaign is an irreverent reminder of how united we are when we come together over something as simple as throwing some cuts on the Barbeque.”
But what’s really remarkable is how the campaign juxtaposes the joy of sharing food versus the vitriol often seen online. The colorful chaos within the ad is punctuated with humor as various disputes seemingly spiral out of control, leading up to the pivotal moment when Kekovich enters the picture as the peacemaker.
“C’mon everyone, get out of the comments and get to the cutlets,” Kekovich urges, illustrating the charm of sitting down to enjoy glorious Australian lamb instead of squabbling over nonsensical topics. This playfully invites viewers to not only enjoy the film but also the meal itself.
Overall, the 2025 Australian Lamb Summer Advertising Campaign offers more than just comedic entertainment; it's about tackling the absurdity of online interactions and emphasizing the importance of real-world connections through food. Whether it’s the nostalgia of lamb barbecues or simply the act of sharing, the campaign eloquently emphasizes how the best moments are often shared over delicious meals with friends and family.
It’s clear this campaign will not only entertain but also encourage viewers to think about the nature of their online and offline interactions. Indeed, who doesn’t love the unifying power of good food?
So, as the anticipation builds, mark your calendars, rally your friends, and prepare to enjoy what will surely be another memorable installment of Australian Lamb advertising this summer. And perhaps more significantly, let’s all heed Sam Kekovich’s advice—let’s celebrate unity at the barbecue instead of division online.