Ahead of Australia Day, Meat & Livestock Australia (MLA) have launched their lamb campaign, but this year’s ad comes with a slight twist.
With no direct mention of the national holiday celebrated on January 26, the ad starts off with a small group of Indigenous people looking for a spot to host a barbecue. Soon after a diverse range of people start arriving on boats, before they all eventually unite over their love for the meat.
“Ultimately, as the face of Australia continues to evolve and change, we need to make lamb relevant to a diverse, modern Australia,” MLA group marketing manager Andrew Howie said in a press statement on Thursday.
“This campaign does that by celebrating the diversity of Australia.”
Once the nation’s First Peoples locate a suitable spot to set up their barbecue, soon they are joined by the Dutch who arrive by boat, followed by the British.
“We are the first fleet,” says one of the British characters.
“Yeah, not quite, mate,” responds one of the Aboriginal hosts, while the others laugh.
It’s not long before the French arrive offering cheese, followed by the Germans. Then the Chinese, Italians, Greeks, Serbians and countries from the Pacific region arrive and the scene becomes one of various ethnicities from around the globe.
And then a smaller boat approaches.
The line that follows: “Look, it’s the boat people”, is a clear reference to the Australian government’s ‘stop the boats’ policy.
“Hang on aren’t we all boat people?” a guest responds, to which another adds “And you’re welcome!” before they all start to applaud.
Finally the ad ends with a guest thanking the Indigenous hosts for having them.
“Best in the world,” a host responds.
The campaign doesn’t only reflect on the matters colonisation, migration and multiculturalism, but sexual diversity featuring a Mardi Gras float.
View the campaign in full here: