Glorious new lamb ad pokes fun at domestic border ‘walls’ and ScoMo’s infamous Hawaiian holiday

Glorious new lamb ad pokes fun at domestic border ‘walls’ and ScoMo’s infamous Hawaiian holiday

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:

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