New Australian lamb ad divides opinion, again

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