I'd hate to see the billboards that didn't win.

Oh I get it. They've used sex to sell food to New Zealanders. Clever.

I thought it had something to do with lamb chops.

Fuck. Only two comments in and someone does a sheep joke.There's a reason why Australian creative is the way it is.

Is it pedophilia if it's a lamb?

Hey don't blame us 12:25. The New Zealand creatives put the sheep on the billboard. It's a shit billboard, so it deserves to be bagged. Should we do a grass or a sky joke instead?

If this is the standard of Kiwi outdoor, stay where you are New Zealand, I'm coming over - to win the next Cannes prize. (Apologies to John Bevins - now that was a great NZ Tourism campaign).

How can the guys who created the brilliant L&P work put their names to this rather pedestrian piece of shite! And who were the judges? No doubt the sales chaps at Look.

So is that how long Maggie lived for, 2005-2005?Is that the joke or is it amazing spring?WTF?

Does it have anything to do with the Silence of the Lambs? Or the Lambada?

It's an enigma wrapped in a riddle. This is true genius.

I hear if you put their back legs into your gumboots they can't get away.

Same client/agency/thought won last year. Same judges, perhaps?Thought = We do amazing things with food. It's well-known in NZ hence not being stated in this execution.

Could somebody please explain this ad. I just don't get it!

The ad is part of a long running campaign for Cuisine which is really popular in NZ and often highly anticipated. They mainly rely on sharp and simple execution and have never contained a massive idea but work. If you only see one, it's out of context & therefore seems but a bit weird & unnecessary. But believe me, copies of Cuisine magazine would've flown off the shelf when this ad was up.Nice work Josh - I was at Grammar with you and am now in Sydney.

Would love to take your word for it. But since you went to Grammar, I'm not convinced. Is there a site where the rest of us can view this popular, highly anticipated stuff and judge for ourselves?

The Cuisine campaign is dull and boring. Has been for years, never won a gong anywhere outside NZ.

It was better art directed years ago when Jeremy Taine worked on it, but essentially it doesn't get better than this. It's not like the UK Economist campaign, it's not clever at all. It's just a quiet little campaign no one give a second thought about, really.

Finally, an objective Kiwi. How refreshing.

I haven't seen the campaign for years, but I used to work in publishing and I know the work did wonders for Cuisine sales, which, award boy, are far more important than any fucking gong.

Latest sales down to a mere 69,000, not like the good old days when you were in publishing old boy.

this ad is baaaaa!d. Sorry shit pun, shit ad.

If you're really clever, position your sheep/lamb on a cliff's edge to get maximum 'push back'. Gumboots do in fact provide extra security for the unadventurous/unwilling party.Allegedly.

All very good points... but let's continue this conversation in Cannes aye?

Dont get it either, but who gives a shit, good on ya lads...i'll see ya over there

Okay, who bribed the judges?

Good crayfish lads. Something these whining homos obviously haven't tasted before.

well done boys. hey you got a trip to cannes out of it, so why would you even give a toss what all these jealous bastards have to say!!!

At first I looked at this ad and went huh>?But having the cuisine brand described to me I can see how this works. It's simple and beautiful - just like my girlfriend.p.s. it's easy to catch/hold them with velcro gloves.

Great work NZ... with the NZ economy going tits up, we aussies look forward to accomodating your unwanted creatives at out purpose built detention centre - otherwise known as George Patterson Y&R

is it meant to be a joke about eating fresh meat?

"The Cuisine campaign is dull and boring. Has been for years, never won a gong anywhere outside NZ."That's absolutely true. As is the fact the the mag is sold to New Zealanders. In New Zealand.Still never mind selling the fucking product, there's gongs to be won overseas.Aiming ads at the target market. Pthh. What sort of wankers are we dealing with here?Unfortunately the comment about 'If this won I'd hate to see the losers' does have merit though.