SAM K GIVES AUSTRALIA DAY THE CHOP
UnAustralianism continues to spread faster than horse ‘flu through a Japanese jockey club.’ And Sam Kekovich has had a gut full.
In the series of ads created by BMF for Lamb, Sam Kekovich returns for his fourth consecutive year as Lambassador and champion of all things Australian. In this year’s tirade Sam has a new message to the Australian public – abolish Australia Day.
Misbehaving sports stars, international politicians and unwashed vegetarians have all kept the flag of unAustralianism flying, prompting Sam to make his customary 90# National Address, as well as serving up five separate State Based Addresses where Sam has the opportunity to personally castigate Queenslanders and Victorians alike.
“We see Australia Day as the perfect opportunity to remind everyone that our national meat is Lamb and it would also be down right unAustralian to not have Sam giving a few worthy recipients a serve of his own,” said Warren Brown, BMF Executive Creative Director.
“The week leading up to Australia Day has now become the highest Lamb trading week of the year. Australia Day is no longer Australia Day without Lamb on the barbecue,” said David Thomason, Meat and Livestock Australia’s General Manager, Marketing.
Sam’s plan to abolish Australia Day will launch nationally as a 90 SEC TVC on 13 January 2008, supported by 5 x 45 sec. online State Addresses available on Yahoo!7, point of sale, and PR activities.
Executive Creative Director: Warren Brown
Copywriter: Dennis Koutoulogenis
Art Director: Warren Brown/Jun Harada
GAD/Acc Director/Acc Manager: Julie Burke / David Flanagan / Mich Bradfield
Agency Producer: Louise Hodgson
Director: The MacRae Brothers
Producer: Alex Mooney
Production Company: Orange Whip Films
Editor: Danny Tait @ The Tait Gallery
Post Production Company: Animal Logic
Sound Engineer: Boyd Moore @ Sound Reservoir
Strategic Planner: Gerry Cyron
Client: Meat and Livestock Australia
Media Agency: Universal McCann
Print Producers: Dominic Ardino & Clinton Bell
Print Photographer: Jon Bader
7 Comments
Looks like the production values have overtaken the script. It had to happen eventually. It’s still better than most of the rubbish we’re seeing at the moment.
Not as sharply written as previous iterations. I’m sure it will do well, but its starting to feel a little tired.
Using terms like ‘it’s starting to feel’ makes you an adwanker 2.15.
Still a great campaign, brings a smile to my face every January……..
SH.
Use of the word ‘adwanker’ 3.19, shows that you truly are an ‘adwanker’.
The Kek still great. The Qantas ad reference with the overblown ‘Australian scenics’ and the choir of kids is piss funny. Great to see a long running creative australian campaign where so many ‘one-hit wonders’ prevail.
I’m hearing that my ‘whale steak’ man will be a little light-on this year, it’s lamb for me all the way.