Meat & Livestock Australia has delivered a light-hearted take on the country’s domestic border restrictions in its latest lamb ad.
Created by renowned advertising agency The Monkeys, the integrated campaign reflects upon 2020 as a pivotal time in Australia’s history where, for the first time, the country was physically divided due to the pandemic.
The long-form advert directed by Ariel Martin from Airbag takes viewers to a not-so-distant future where division between states has escalated to new heights. In the year 2031, a once united nation is divided by a great wall, towering over every state border.
“It’s a tongue-in-cheek take on what could be if state borders are shut for good,” The Monkeys said in a statement, “but this un-Australian division can’t last forever.”
The ad sees the great unification of Australia sparked by the scent of lamb through cracks in the wall.
As the hero – an elderly man – is overwhelmed by the irresistible aroma and begins smashing at the wall that separates himself from Queensland, a hand appears through the crack holding a perfectly cooked piece of lamb.
This beacon of hope triggers Aussies around the country to tear down the ‘Great State Walls’ and reunite over a delicious lamb barbecue.
The ad also gives a cheeky nod to the Prime Minister’s controversial holiday to Hawaii during Australia’s bushfire crisis in 2019.
Check out the piece of advertising brilliance below: