This blockbuster Australia Day ad from Meat and Livestock Australia imagines a Dystopian world in a decade's time, when enormous concrete walls divide the country's different states.
Set in 2031, the humorous spot actually reflects something of what really happened in 2020, when the country had to introduce hard borders between the states due to the pandemic. There are also not-so-subtle nods to Trumpian walls and to the fall of the Berlin Wall as the ad imagines what happens when a man gets a whiff of barbecued lamb from the other side of a massive barrier.
Suddenly, however, lovers are reunited, people get a glimpse of the identical neighbors they've never seen and everyone, from rugby players to Sydney hipsters and Tasmanian refugees, unite over their love of lamb. That is, except Prime Minister Scott Morrison, who's missed it all by being in Hawaii (a reference to his headline-grabbing vacation during last year's bush fires). Ultimately, the country is united once again, and the endline reads, "Share the lamb."
Ariel Martin at Airbag directed the spot, created by Accenture-owned agency The Monkeys. “The last year has been so surreal that as a country we have come to accept that anything is possible," says the agency's Creative Director Scott Dettrick. "The idea of virtual borders becoming real ones in the near future feels more real than it probably should. The start of 2021 is a great time for us to reflect and bring people back together over some lamb wherever possible."