Lambassador Sam Kekovich.
Droga5, taking the barbecue tongs from the long running, and now absorbed, creative shop The Monkeys, has revealed its first Summer lamb commercial, and the 20th in a series, for Meat and Livestock Australia (MLA).
The theme of bringing a diverse Australia together continues in the ad created by Droga5 ANZ, part of Accenture Song, and directed by Max Barden from The Sweetshop.
“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,” said Tara Ford, chief creative officer at Droga5 Australia.
“Hopefully it gets people commenting in person over a cutlet or two.”
The ad was created with 100% Australian comments sourced from online platforms including Instagram, TikTok, Reddit, Facebook and YouTube.
The commercial premieres today on the evening news of Seven and Nine, followed by a national campaign by UM across BVOD, SVOD, YouTube, cinema, paid social and retail OOH. One Green Bean is driving reach across earned media and owned social.
The first campaign to be released by Droga5 ANZ, the ad is accompanied by a bespoke 15” and OOH campaign that uses real comments about the ad, both good and bad, to drive people to watch the full film online.
“When you delve into the world of online commentary, it would leave you thinking Aussies are at each other’s throats, no matter how trivial the topic,” said Nathan Low, general manager for marketing and insights at MLA.
“But in real life, Aussies don’t treat each other like that. The Summer Lamb campaign is an irreverent reminder that Australians are always at our best when we’re united, and there’s no better way to bring everyone together than over an epic Aussie lamb BBQ.”
The Monkeys’ annual lamb campaign became something of an antipcated opener, a start to a new year, in the advertising world.
Last year's commercial, The Generation Gap, is in the running for ad campaign of the year at the AdNews Agency of the Year awards, one of eight spots the agency has in the finals.
The Monkeys officially became part of Droga5 in December. CEO Mark Green, a founder of The Monkeys, is now global CEO of Droga5 based in New York.
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