MLA’s summer lamb ad is a definite flop

12 January 2018

MLA’s summer lamb ad is a definite flop

Another summer, another lamb ad.

Every time a lamb ad is launched it is followed by controversy. Someone, somewhere is always offended and feels the need to vent on social media. It appears Meat and Livestock Australia’s (MLA) latest attempt will be no different.

The ad takes place in a typical suburban setting, with Australia’s politcal left and right facing off in a broadway-like musical number. The idea is simple: despite our political dispositions, we can all unite over lamb.

While I can appreciate the message, the delivery was as effective as using a banana to chop wood. It is a cringe-filled fail at political satire.

But will it decrease lamb sales? Of course not. People do not stop liking lamb because of an ad. More than anything, it is just an embarrassment of no real consequence.

One thing I do take issue with is the lack of political nuance. Believing in capitalism does not maketh the conservative. These are unrelated issues, and yet, more often than not, such positions are wrongfully bunched together in the same basket. Furthering the misguided belief that there are only two options when it comes to politics – left and right – is unhelpful and inflammatory. It would have been better to avoid the topic altogether.

Having said that, it is just an ad and MLA had good intentions.