Controversial 2023 lamb advertisement takes a dig at all things ‘un-Australian’

You know Australia Day is just around the corner when Meat and Livestock Australia launch their annual Summer lamb campaign, and this year they’re sending out a searing roast to all things “un-Australian.”

Come the new year, there’s one tradition many Aussies look forward to, and it’s the release of the hilarious TV advert which celebrates the most Australian of meats, lamb.

This year’s commercial takes the audience to an alternate reality where people who are found to be “un-Australia” disappear to “un-Australia,” an “infinite cultural exile from which they can never return.”

The “un-Australian” crimes range from using a cheat stick in pool, arguing that beetroot doesn’t belong in a burger, using subtitles while watching cricket, to cheering for New Zealand during sporting matches.

Other Aussies exiled to the desolate wasteland were shamed for eating a meat pie with a knife and fork and not knowing the full lyrics to Cold Chisel’s 1978 song Khe Sanh.

Even former footballer and Lambassarador, Sam Kekovich falls victim to being “un-Australia,” appearing in the wasteland with his barbecue full of lamb chops, being accused of going too far and saying “Bon appetite.”

MLA Domestic Market Manager, Graeme Yardy says the latest advert was to highlight how “the use of the term ‘un-Australian’ has gotten out of control,” adding that “everything from how you eat your pie to having a wedding on Grand Final day is on the chopping block.”

“Chances are you’ll be viewed as ‘un-Australian’ by someone,” he told The Herald Sun.

“What makes Australia great is that we celebrate our differences.

“Lamb is famous for bringing Aussies together, so what better way to cut through this division and help us come together over these collective differences than with a good lamb BBQ,” he continued.

“As ever, this campaign is topical, tongue in cheek and positions lamb as the meat of choice to unite us.”

Despite only being released on Thursday, January 5, the ad has already been viewed by over 90 thousand people on YouTube alone and has received a plethora of praise for its satirical storyline.

“Bloody brilliant! I look forward to the legendary lamb ads every year. Always so well done,” one person commented on Australian Lamb’s official YouTube page.

“The ad is subversive, ridiculing the reaffirmation Australian identity, values and culture,” another added.

“So fantastically put together and completely relevant to culture these days,” commented a third.

Last year, Australian Lamb poked fun at the Australian government’s response to the Covid-19 pandemic, particularly Australia’s travel restrictions with lamb considered the key to putting Australia back on the international map.

The commercial followed 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.

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.