The much-anticipated annual Meat & Livestock Australia ad promoting lamb has fallen flat this year, despite it being less controversial than others in recent years.
Having built a remarkable cult following for any brand, let alone a government agricultural association, this year’s ‘Lamb Side Story’ has seen a fierce backlash online, not so much for its content as its quality. MLA works with Accenture-owned local creative shop The Monkeys.
It is a play on musical West Side Story, with two gangs of left and right political commentators facing off at a street barbecue, and in the background, there is a lady grilling lamb. After battling through song and dance, the two sides unite over a plate of barbecued lamb.
Critical Australian netizens have panned the new ad for, in turn, being crass and tone deaf in its attempted political satire, being confusing as the lamb reveal only really comes at the end, and being far too long, so people aren’t bothering to get to the end.
I just watched the terrible lamb ad and I think I'm a raw vegan now— Josh Butler (@JoshButler) January 10, 2018
i think the lamb ad people should take a year off— A Busy Dad (@mtats) January 10, 2018
OK I’m the only person in Australia who loves the lamb ad - you do realise it’s just an ad and not a commentary on the existential political crisis gripping the nation via Leonard Bernstein don’t you? don’t you?— marcus kelson (@marcuskelson) January 11, 2018
Oh my dog! I just watched the Meat & LIvestock Australia's annual ad......and I've got nothing. In fact, I don't mind it at all. For once, they are not using racism or nationalism to sell meat. "Summer Lamb 2018 | Lamb Side Story https://t.co/VqvnLF8699— Karen Wyld (@1KarenWyld) January 11, 2018