Meat and Livestock Australia (MLA) has launched a new execution in its irreverent lamb-focused Australia Day push, with a spot showing ambassador Sam Kekovich suffering the strange effects of 'lambnesia'.
The spot is part of a long-running broader campaign created by BMF which aims to increase Australians' intake of Lamb, of which Kekovich is the ambassador.
It follows news earlier this week that the company will partner with Network Ten to run an hour-long branded content piece called The Australia Day Showdown. Meanwhile a YouTube video showing Kekovich being accidently hit with a cricket ball and an image of him being treated with a frozen chop have been released.
The latest commercial, 'Lambnesia', delves into Kekovich's mind to show the humorous effects of the condition, including him mingling with ballet-dancing footballers and turning into singer Seal, complete with his trademark fluoro yellow nail polish. It also shows him "shaking his rump" to the Psy's Gangnam Style and being chased by Cyclops barbeques.
Kekovich claims "lambnesia makes you forget about what makes this country great and fills your head with a load of unAustralian bulldust", and that he's got "a hunch that every munch of lamb keeps you Australian.
The Australia Day campaign is supported by an online quiz called the 'National Lambnesia Test' which aims to reveal how Australian or unAustralian the user is.
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