Watch We Love Our Lamb's New Ad Skewering Australia Day

"Aren't we all boat people?"

The Lamb Council of Australia (otherwise known as Meat & Livestock Australia/We Love our Lamb) is back on our screens — and this time, it's political. Their 2017 campaign has just launched and, whether you're a lamb fan or not, it's already spreading warm fuzzies across the country.

The ad opens on a trio of First Nation peoples picking a spot for a primo beach barbie, but it's not long before the First Fleet and other nations arrive, all by boat (accurate historical fact). While everything's underway, the most recent 'boat people' are seen coming towards the shore, at which point ex-MasterChef contestant Poh Ling Yeow asks, "Aren't we all boat people?" Damn right.

It's an inclusive, anti-racism message that's sure to win the lamb lovers and creative agency The Monkeys a spate of awards despite trotting out a few well-worn stereotypes. And although it is an obvious comment on Australia Day — the way we celebrate it and the day we celebrate it on — the ad doesn't actually make any overt references to it. Nonetheless, it's a huge shift away from their regular Australia Day campaign and a move towards something much more inclusive.

Plus, it's got a diverse group of Aussie celebrities to help out, including olympian Cathy Freeman, rugby legend Wendell Sailor, cricketer Adam Gilchrist, comedian Rhys Nicholson and, of course, a small cameo from Sam "Sam Sam the lamb man" Kekovich. The result is one ultimate Australian beachside barbie.

Published on January 12, 2017 by Imogen Baker

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