In lead-up to Australia Day Sam Kekovich is back for his 10th year at MLA Lambassador in latest ‘Generation Lamb’ campaign via BMF Sydney
Sam Kekovich is back for his 10th year as Lambassador in this year’s Australia Day campaign via BMF Sydney.
This year he is calling for all Australians to set the example for Generation Lamb. Barbecue Lamb on Australia Day and show them how it’s done.
The integrated campaign created by BMF was launched with the debut of the TVC on “Today Tonight” last night. The full campaign will be going live on Monday and includes a 60-second TVC, POS, recipe-dispensing out of home panels, online video content and social media. It is also supported by an app where Aussies can become Honorary Lambassadors and create their very own Sam-like rant. And, as usual, no one is safe from the rant of Sam as he targets everything from children’s entertainers, to pop culture and even veganism.
Says Andrew Cox, group marketing manager at MLA: “The consumption of Lamb on our national day has practically become a cultural expectation thanks to Sam’s decade long crusade. This year we are encouraging Aussie parents to keep it that way by setting the right example for the next generation.”
Says Warren Brown, BMF creative founder: “Sam as Australia’s Lambassador has been a great campaign for Lamb on Australia Day. It has been loved by anyone who isn’t a vegetarian for the past 10 years and changed the way our country celebrates our national day. Training up a new generation of lamb lovers will ensure the tradition of eating Lamb on Australia Day will continue well into the future.”
Client: MLA
Creative: BMF
Media: UM
PR: Hausmann
Executive Creative Directors: Carlos Alija & Laura Sampedro
Creative Founder: Warren Brown
Head of Art: Siân Binder
Creative Team: Andie Graham, James Beswick, Janet Szabados
Interaction Design Lead: Nev Fordyce
Managing Partner: Stephen McArdle
Head of Account Management: Lisa Ramsey
Account Director: Kelly Howard
Account Manager: Simon Starr
Account Executive: Megan Mabin
Planning: Thomasine Burnap
Agency Producer: Jenny Lee-Archer, Sue Hind
Director: Scott Pickett
Production Company: Jungleboys
Producer: Nick Simkins
Post Production: David Mosqueda, White Chocolate
DoP: Anna Howard
Editor: Paul Swain, Jungleboys
Sound Studio/Engineer: Andrew Stevenson/We Love Jam
Music/Composer: Hylton Mowday/We Love Jam
Designers: Matthew Hughes
Digital Project Manager: Jo Cooper
Technical Director: Mark Ellis
Photographer: Mat Baker
Print Producer: Karen Liddle
Art Buyer: Basir Salleh
11 Comments
Like it, but an awful lot of white skin represented. Subversive message Lambassador?
When is Sam Kekovich going to go the whole hog and change his name to Lamb Kekovich? You know it makes sense.
Strong.
Yep, that’s pretty good.
Enough is enough. Time for a new approach. Tired and old.
Bring back DK if you’re going to keep doing this.
These must be one of the best briefs you could get at BMF. Awesome actor, big budget, strong delivery… This doesn’t just lack an idea, it lacks any craft or basic writing skills. Those pauses in the edit kill every gag they’re trying to squeeze in.
It’s shit.
This deserves a lambasting.
This is not fresh, new or interesting.
Planning may have stuck upon the new generation, but Pepsi did that 30 years ago.
The execution is as tired as Sam.
If this isn’t up for pitch soon my name is Sam u know the rest…
It’s a bad way to end the long running campaign. I always thought an Obi Wan Kenobi type death would suit Sam more. You’d think they could take some learning a from the breaking bad writers in how to end something. 1 star
They’ve weaved a proper thought into a spokesperson ad, with some great moments too (weed plant). Well done.
Let’s face it, this would be a bit of a bastard of a brief to get year in year out for a decade.
Nice work.
“Executive Creative Directors: Carlos Alija & Laura Sampedro
Creative Founder: Warren Brown
Head of Art: Siân Binder
Creative Team: Andie Graham, James Beswick, Janet Szabados”
They did a second each?