Australian Lamb campaign pokes fun at Australia’s pandemic response

Jan 10, 2022
The annual Australian Lamb commercial has landed. Source: Getty Images.

The highly anticipated summer commercial from Australian Lamb has just been released and it doesn’t pull any punches.

The clip, titled The Lost Country of the Pacific, features a humorous take on the Australian government’s response to the Covid-19 pandemic, particularly Australia’s travel restrictions with lamb considered they key to putting Australia back on the international map.

The commercial follows an explorer and his protege as they rediscover the world outside of “fortress Australia”. The duo make it their mission to get Australia on the international map with the tantalising flavour of lamb as their inspiration.

Like previous years former footballer and “lambassador” Sam Kekovich features in the campaign, calling on all Aussies to light up their barbeque and send a collective smoke signal to the world.

Meat and Livestock Australia’s domestic market manager Graeme Yardy said the campaign “gives us a great opportunity to show how the unmistakable flavour and aroma of Lamb brings Aussies together, even through the toughest of times”.

“In 2020, we were all about breaking down state borders, but this year we’re ready to finally open back up to the rest of the world, and what better way to issue the invite than with tasty Australian lamb,” he said.

Creative Director at The Monkeys, the group who created the ad, Scott Dettrick told Mumbrella, “It’s been another truly bizarre year in Australia where it feels like everything and nothing has happened simultaneously”.

“We’ve been exploring our own backyard and generally being introspective but as 2022 begins we are finally turning our attention towards reconnecting with the rest of the world,” he said.

“We’ve worked long and hard to put Australia on the map and we don’t want to become ‘the lost country of the pacific’. What better way to reunite with the rest of the world than luring everyone over to ours for a Lamb barbie.”

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