Meat and Livestock Australia's (MLA) 2017 Australia Day video recreates the scene of the First Fleet Landing.

This year the association refrained from using the term ‘Australia Day’, but maintained its ‘You Never Lamb Alone’ slogan. It features a number of familiar faces including cricketer Adam Gilchrist, footballer Wendell Sailor, Olympian Cathy Freeman and MasterChef contestant Poh Ling Yeow.

The annual ad aims to promote lamb consumption in Australia, particularly on and around Australia Day.

Cultural diversity is celebrated in this year’s campaign, which sees a number of boats from different countries arriving on Australia’s shore, each contributing something different to a barbecue hosted by indigenous Australians.


Last year’s ad, which starred SBS newsreader Lee Lin Chin and chef George Colambaris, also caused a stir, with more than 650 complaints made (by late January) to the Advertising Standards Board in relation to the ad’s use of the term ‘Operation Boomerang’ and its depiction of vegans. After reviewing the campaign, the Advertising Standards Board decided the ad didn’t breach the Australian Association of National Advertisers (AANA) Code of Ethics.


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