Isolated Australians remember there are other countries out there in this year's hilarious blockbuster commercial from Meat and Livestock Australia, which isn't afraid to take satirical aim at plenty of topics.
This year's spot from country's meat-producing body, which as usual is promoting Australian Lamb ahead of BBQs on Australia Day, starts with the premise that Australians have spent so much time isolated from the rest of the world in the pandemic, with some of the strictest border policies in the world, that they've forgotten other countries exist. What's more, the rest of the world has forgotten them and they've become the "lost island of the Pacific."
The three-minute film starts with scenes of bored airport workers and air traffic controllers with nothing to do. But then, a professor and his protogee make an exciting discovery via a koala "Made in China" and they set out to engage other Australians in an attempt to reunite Australia with the rest of the world.
There follows myriad references to topical events, unafraid to poke fun at controversial subjects. Blink and you'll miss the multiple jokes, whose targets include the Aussie vaccine rollout, Elon Musk, conspiracy theorists, Russian misinformation, the French/Australian submarine row and the long lockdowns in the state of Victoria, as we see Aussies sending out a huge lamb cutlet-shaped smoke signal to the rest of the world.
Accenture-owned The Monkeys created the ad, which was directed by Al Morrow via Rabbit Content. It's running across TV, digital, social, out-of-home on more and in the run-up to Australia Day on Jan. 26.
Last year's Australia Day ad was also topical, referencing the borders between Australian states instituted during the pandemic, but this one feels more international in scope as the country finally opens up tentatively to international visitors (although watch out if you're unvaccinated, as tennis pro Novak Djokovic is finding out).
“It’s been another truly bizarre year in Australia where it feels like everything and nothing has happened simultaneously," said Scott Dettrick, creative director at The Monkeys, in a statement. "We’ve been exploring our own backyard and generally being introspective but as 2022 begins we are finally turning our attention towards reconnecting with the rest of the world. We’ve worked long and hard to put Australia on the map and we don’t want to become 'the lost country of the Pacific'. What better way to reunite with the rest of the world than luring everyone over to ours for a Lamb barbie."