The much anticipated advertisement brings real internet comments into everyday scenarios, showcasing their ridiculousness. Scenes include debates over dog grooming, flat earth theories, and a fabricated AI image of TV presenter David “Kochie” Koch weightlifting on a beach.
Sam Kekovich, Australia’s “Lambassador,” encourages Australians to step away from online negativity and come together over a lamb barbecue. Nathan Low of MLA emphasises that the campaign’s goal is to promote unity and the joy of sharing a BBQ. “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,” says Low. “But in real life, we don’t treat each other like that.
This campaign continues MLA’s tradition of using humour to address social issues and promote lamb as a symbol of unity. Previous campaigns have tackled topics like the generation gap and national unity.
The 2025 ad has been well-received for its clever approach to online discourse, encouraging Australians to focus on real-life connections. As the summer season progresses, MLA hopes the campaign will inspire more Australians to enjoy lamb with family and friends.
Get inspired with our favourite lamb recipes here.
