Latest lamb ad humorously roasts Aussies for "un-Australian" behaviour
January 11, 2023 9:29 PM Subscribe
Latest lamb ad humorously roasts Aussies for "un-Australian" behaviour. The latest annual lamb ad from Meat and Livestock Australia takes aim at offences such as eating a meat pie with a knife and fork, changing the channel during the Test cricket and not knowing the words to Khe Sanh. The youtube video. The article.
I've seen the commentary that this is roasting Aussies for being un-australian, but actually I think these ads have a deeper level that's there if you look for it. I think this one is calling for a broader definition of Australian-ness, rather than the "it's un-australian!" calls of the far right - the tell for me was "subtitles? That's un-australian" (SBS, to me, is very Australian) and the fact that Sam himself gets zapped in.
"Would you want to go back?" Good call, publican.
posted by freethefeet at 9:47 PM on January 11, 2023 [3 favorites]
"Would you want to go back?" Good call, publican.
posted by freethefeet at 9:47 PM on January 11, 2023 [3 favorites]
I have no idea what this post is about; I just wandered in because I smelled lamb. Mmmmmmm
posted by not_on_display at 9:55 PM on January 11, 2023 [6 favorites]
posted by not_on_display at 9:55 PM on January 11, 2023 [6 favorites]
Ah sorry I should have clicked through to article, but I did see another one that, no joke, was framed "poking fun at Australians for being un-australian".
posted by freethefeet at 9:57 PM on January 11, 2023
posted by freethefeet at 9:57 PM on January 11, 2023
I've seen the commentary that this is roasting Aussies for being un-australian, but actually I think these ads have a deeper level that's there if you look for it.
especially since the Australian Lamb ads have been criticised in the past for their parochialism, I think in recent years they've been very careful about being inclusive - instead of trying to make lamb part of being Australian, and therefore having to define (and exclude) what counts as being Australian, they've gone for a different tactic of making lamb a great unifier, which doesn't work for vegans but they're not in the target market, are they.
But yeah I think this is pretty blatant about "un-Australian-ness" being silly, rather than roasting people. The text of it is saying "it is better to be considered 'un-Australian', because it turns out people are sharing barbecued lamb and being happy, instead of being pissy that things aren't the way they like them". Sam Kekovich being considered "un-Australian" while cooking lamb is, given the context of the campaign as a whole, a big tell. And then they are poking fun at stereotypes rather than actual people, I think, which begins to break down mid-ad as two people can't work out if someone on the dole is un-Australian or not.
Maybe people a little less secure in their identity as an Australian might find this more challenging to them, I can't speak to that.
posted by Merus at 10:02 PM on January 11, 2023 [3 favorites]
especially since the Australian Lamb ads have been criticised in the past for their parochialism, I think in recent years they've been very careful about being inclusive - instead of trying to make lamb part of being Australian, and therefore having to define (and exclude) what counts as being Australian, they've gone for a different tactic of making lamb a great unifier, which doesn't work for vegans but they're not in the target market, are they.
But yeah I think this is pretty blatant about "un-Australian-ness" being silly, rather than roasting people. The text of it is saying "it is better to be considered 'un-Australian', because it turns out people are sharing barbecued lamb and being happy, instead of being pissy that things aren't the way they like them". Sam Kekovich being considered "un-Australian" while cooking lamb is, given the context of the campaign as a whole, a big tell. And then they are poking fun at stereotypes rather than actual people, I think, which begins to break down mid-ad as two people can't work out if someone on the dole is un-Australian or not.
Maybe people a little less secure in their identity as an Australian might find this more challenging to them, I can't speak to that.
posted by Merus at 10:02 PM on January 11, 2023 [3 favorites]
Maybe people a little less secure in their identity as an Australian might find this more challenging
Pfft. Being a tryhard is un-Australian.
posted by flabdablet at 10:07 PM on January 11, 2023 [9 favorites]
Pfft. Being a tryhard is un-Australian.
posted by flabdablet at 10:07 PM on January 11, 2023 [9 favorites]
two people can't work out if someone on the dole is un-Australian or not.
Not knowing what bludging means is un-Australian.
posted by zamboni at 10:08 PM on January 11, 2023 [2 favorites]
Not knowing what bludging means is un-Australian.
posted by zamboni at 10:08 PM on January 11, 2023 [2 favorites]
I've seen the commentary that this is roasting Aussies for being un-australian, but actually I think these ads have a deeper level that's there if you look for it. I think this one is calling for a broader definition of Australian-ness, rather than the "it's un-australian!" calls of the far right - the tell for me was "subtitles? That's un-australian" (SBS, to me, is very Australian) and the fact that Sam himself gets zapped in
Yes, Meat and Livestock Australia have been promoting multiculturalism in their ads since the 1990s.
"Where are you from?" aired in the 1990s and poked at casual racism and assumptions.
Also in the 1990s "Tandoori Lamb Roast" promoted multiculturalism.
And of course their 2017 ad
posted by chariot pulled by cassowaries at 10:09 PM on January 11, 2023 [1 favorite]
Yes, Meat and Livestock Australia have been promoting multiculturalism in their ads since the 1990s.
"Where are you from?" aired in the 1990s and poked at casual racism and assumptions.
Also in the 1990s "Tandoori Lamb Roast" promoted multiculturalism.
And of course their 2017 ad
posted by chariot pulled by cassowaries at 10:09 PM on January 11, 2023 [1 favorite]
But yeah I think this is pretty blatant about "un-Australian-ness" being silly, rather than roasting people. The text of it is saying "it is better to be considered 'un-Australian', because it turns out people are sharing barbecued lamb and being happy, instead of being pissy that things aren't the way they like them".
I agree. I mainly kept the roasting headline because of the pun on lamb roast!
posted by chariot pulled by cassowaries at 10:12 PM on January 11, 2023 [2 favorites]
I agree. I mainly kept the roasting headline because of the pun on lamb roast!
posted by chariot pulled by cassowaries at 10:12 PM on January 11, 2023 [2 favorites]
Not knowing what bludging means is un-Australian.
That bloke is on a milk crate so he's obviously not bludging, he's just on smoko.
posted by flabdablet at 10:17 PM on January 11, 2023 [10 favorites]
That bloke is on a milk crate so he's obviously not bludging, he's just on smoko.
posted by flabdablet at 10:17 PM on January 11, 2023 [10 favorites]
I mainly kept the roasting headline because of the pun on lamb roast!
Using a seppo word like "roast" for shit-stirring is un-Australian. You might as well be drinking Fosters and slipping another shrimp on the barbie.
posted by flabdablet at 10:51 PM on January 11, 2023 [1 favorite]
Using a seppo word like "roast" for shit-stirring is un-Australian. You might as well be drinking Fosters and slipping another shrimp on the barbie.
posted by flabdablet at 10:51 PM on January 11, 2023 [1 favorite]
Using a seppo word like "roast" for shit-stirring is un-Australian
I was born in Australia, and have lived here all my life, but I had to google what seppo meant!
I guess it's a word more common in some states than others, or maybe it's an age/generation thing.
posted by chariot pulled by cassowaries at 10:55 PM on January 11, 2023 [1 favorite]
I was born in Australia, and have lived here all my life, but I had to google what seppo meant!
I guess it's a word more common in some states than others, or maybe it's an age/generation thing.
posted by chariot pulled by cassowaries at 10:55 PM on January 11, 2023 [1 favorite]
I liked it. Does that make me un-Kiwi?
posted by Kiwi at 10:56 PM on January 11, 2023 [4 favorites]
posted by Kiwi at 10:56 PM on January 11, 2023 [4 favorites]
more common in some states than others
It's a dry, laconic style of word, with chiselled features, and a potted up ute, and a dog who can play the pianna.
posted by flabdablet at 11:18 PM on January 11, 2023
It's a dry, laconic style of word, with chiselled features, and a potted up ute, and a dog who can play the pianna.
posted by flabdablet at 11:18 PM on January 11, 2023
seppo -> septic tank -> yank -> American. It dates back to ww2.
I love Australia. Of course I do, it's my home. I love my home. If I had to take a cursed ring on a quest to throw it into a volcano, I would dream of coming home to Australia.
Y'know what? I don't like lamb much.
I don't like toxic nationalism either. It's an absurdity that doesn't survive the spotlight of ridicule. Or...
What would the American version of this ad be like? I think it wouldn't be allowed. Too many sacred cows.
posted by adept256 at 12:02 AM on January 12, 2023 [4 favorites]
I love Australia. Of course I do, it's my home. I love my home. If I had to take a cursed ring on a quest to throw it into a volcano, I would dream of coming home to Australia.
Y'know what? I don't like lamb much.
I don't like toxic nationalism either. It's an absurdity that doesn't survive the spotlight of ridicule. Or...
What would the American version of this ad be like? I think it wouldn't be allowed. Too many sacred cows.
posted by adept256 at 12:02 AM on January 12, 2023 [4 favorites]
Of course we here in NZ express our ideas about what it means to be Australian in our advertising too
posted by mbo at 12:23 AM on January 12, 2023 [8 favorites]
posted by mbo at 12:23 AM on January 12, 2023 [8 favorites]
The closest US meat council ads would be the old Aaron Copeland scored 1990's
'Beef. It's What's for Dinner.' campaign.
But they were playing it straight.
For cheekiness + soft nationalism + inclusivity, I'd go with some of Canada's Molson fridge-in-public ads.
Like the one where you open a fridge full of free beer; but only by saying 'I am Canadian' - in any five languages other than English.
Or the one that unlocks when you sing it the national anthem - but makes a point about getting it right the first time is kind of un-Canadian.
posted by bartleby at 1:12 AM on January 12, 2023 [6 favorites]
'Beef. It's What's for Dinner.' campaign.
But they were playing it straight.
For cheekiness + soft nationalism + inclusivity, I'd go with some of Canada's Molson fridge-in-public ads.
Like the one where you open a fridge full of free beer; but only by saying 'I am Canadian' - in any five languages other than English.
Or the one that unlocks when you sing it the national anthem - but makes a point about getting it right the first time is kind of un-Canadian.
posted by bartleby at 1:12 AM on January 12, 2023 [6 favorites]
For cheekiness + soft nationalism + inclusivity, I'd go with some of Canada's Molson fridge-in-public ads.
Like the one where you open a fridge full of free beer; but only by saying 'I am Canadian' - in any five languages other than English
Oh, I *love* this! ^_^
posted by chariot pulled by cassowaries at 1:22 AM on January 12, 2023 [3 favorites]
Like the one where you open a fridge full of free beer; but only by saying 'I am Canadian' - in any five languages other than English
Oh, I *love* this! ^_^
posted by chariot pulled by cassowaries at 1:22 AM on January 12, 2023 [3 favorites]
I think its really interesting that promoters of lamb, in particular, should have chosen to promote multiculturalism. Lamb is indeed consumed in many different parts of the world after being given the green light by Christians, Muslims and Jews - and is thus open to a wide range of different preparations. If people only eat lamb recipes from one particular culture then... well they are probably going to eat less lamb than they would otherwise, and they are going to miss out on some great tastes.
Also - this is a three minute long advert. Do they pay to show that on broadcast TV? Cause it would be pretty expensive to purchase a slot that long at least here in the UK. Or are the aiming this for on-line consumption only?
posted by rongorongo at 1:58 AM on January 12, 2023
Also - this is a three minute long advert. Do they pay to show that on broadcast TV? Cause it would be pretty expensive to purchase a slot that long at least here in the UK. Or are the aiming this for on-line consumption only?
posted by rongorongo at 1:58 AM on January 12, 2023
Down here in Melbourne, there are a number of greek, lebanese, malaysian and indonesian restaurants.
Believe me, the lamb is fantastic. Especially if you can get it satay. Greek with garlic sauce is fantastic too.
posted by chmmr at 2:24 AM on January 12, 2023 [3 favorites]
Believe me, the lamb is fantastic. Especially if you can get it satay. Greek with garlic sauce is fantastic too.
posted by chmmr at 2:24 AM on January 12, 2023 [3 favorites]
Right! They showed lamb chops. If they showed lamb rotating on a five foot gristle pole, I would understand. Even my cardiologist agrees a kebab with lots of salad won't kill me. The sauce is um, tzatziki? It's yoghurt and garlic and vinegar.
It's just about dinner time too...
posted by adept256 at 2:57 AM on January 12, 2023 [1 favorite]
It's just about dinner time too...
posted by adept256 at 2:57 AM on January 12, 2023 [1 favorite]
The sauce is um, tzatziki? It's yoghurt and garlic and vinegar
and cucumber. Don't leave out the cucumber.
posted by flabdablet at 5:00 AM on January 12, 2023 [3 favorites]
and cucumber. Don't leave out the cucumber.
posted by flabdablet at 5:00 AM on January 12, 2023 [3 favorites]
"Not knowing the words to Khe Sanh." I am delighted that I got that reference.
posted by ThatCanadianGirl at 6:02 AM on January 12, 2023 [1 favorite]
posted by ThatCanadianGirl at 6:02 AM on January 12, 2023 [1 favorite]
lyrics to Khe Sanh
Khe Sanh - Cold Chisel - video
The ad is funny and effective; I want lamb kebab with tzatziki and a beer.
posted by theora55 at 6:55 AM on January 12, 2023 [2 favorites]
Khe Sanh - Cold Chisel - video
The ad is funny and effective; I want lamb kebab with tzatziki and a beer.
posted by theora55 at 6:55 AM on January 12, 2023 [2 favorites]
"Not knowing the words to Khe Sanh." I am delighted that I got that reference.
To be fair, eating a meat pie with knife and fork, not knowing the words to Khe Sanh, and charging a dollar for tomato sauce are pretty fuckin un-Australian.
posted by Your Childhood Pet Rock at 7:11 AM on January 12, 2023 [1 favorite]
To be fair, eating a meat pie with knife and fork, not knowing the words to Khe Sanh, and charging a dollar for tomato sauce are pretty fuckin un-Australian.
posted by Your Childhood Pet Rock at 7:11 AM on January 12, 2023 [1 favorite]
What would the American version of this ad be like?
The diversity reminded me of John Cena/Love Has No Labels ad "We Are America."
posted by kirkaracha at 8:25 AM on January 12, 2023
The diversity reminded me of John Cena/Love Has No Labels ad "We Are America."
posted by kirkaracha at 8:25 AM on January 12, 2023
In 1972 the CBC's Peter Gzowski challenged listeners to complete the saying "As Canadian as..." Heather Scott answered the challenge with "...possible under the circumstances."posted by kirkaracha at 8:28 AM on January 12, 2023 [10 favorites]
before I went to Switzerland, I read about the Ricola "little man" ads in books about Swiss culture but I've never been able to find them.
These are NOT the ones with the guy playing the alpenhorn.
posted by brujita at 9:09 AM on January 12, 2023
These are NOT the ones with the guy playing the alpenhorn.
posted by brujita at 9:09 AM on January 12, 2023
So if a knife and fork are out, what Does one eat a meat pie with?
a. Spoon
b. Fingers
c. Straw
d. Chopsticks
posted by Billiken at 11:56 AM on January 12, 2023
a. Spoon
b. Fingers
c. Straw
d. Chopsticks
posted by Billiken at 11:56 AM on January 12, 2023
e. Gusto [✓]
posted by BobTheScientist at 12:11 PM on January 12, 2023 [5 favorites]
posted by BobTheScientist at 12:11 PM on January 12, 2023 [5 favorites]
These ads have always "poked fun" in a way that's just vague enough that they can be satirising either side of politics
But let's not forget what these ads are really about: getting people to eat baby sheep in the middle of summer in Australia - a time of year when even people who like eating baby sheep are too hot to eat baby sheep
posted by plasmatron7 at 12:44 PM on January 12, 2023
But let's not forget what these ads are really about: getting people to eat baby sheep in the middle of summer in Australia - a time of year when even people who like eating baby sheep are too hot to eat baby sheep
posted by plasmatron7 at 12:44 PM on January 12, 2023
even people who like eating baby sheep are too hot to eat baby sheep
Yeah, nah.
posted by pompomtom at 3:51 PM on January 12, 2023 [1 favorite]
Yeah, nah.
posted by pompomtom at 3:51 PM on January 12, 2023 [1 favorite]
But let's not forget what these ads are really about: getting people to eat baby sheep in the middle of summer in Australia - a time of year when even people who like eating baby sheep are too hot to eat baby sheep
I've been vegetarian for 33 years, and if I were to start eating meat, it would be chicken (red meat has too high a carbon footprint).
posted by chariot pulled by cassowaries at 7:04 PM on January 12, 2023
I've been vegetarian for 33 years, and if I were to start eating meat, it would be chicken (red meat has too high a carbon footprint).
posted by chariot pulled by cassowaries at 7:04 PM on January 12, 2023
You only eat a pie with your finger of course, but remember "always blow on the pie"
posted by mbo at 8:29 PM on January 12, 2023
posted by mbo at 8:29 PM on January 12, 2023
Meanwhile British Pork was advertised with the most disturbing advert ever made,
posted by fallingbadgers at 8:37 PM on January 12, 2023
posted by fallingbadgers at 8:37 PM on January 12, 2023
« Older How E-girl influencers are trying to get Gen Z... | Threema broken Newer »
This thread has been archived and is closed to new comments
posted by zamboni at 9:36 PM on January 11, 2023