Could This Spot for Australian Lamb Represent the Ultimate in Diversity?

Meat & Livestock Australia Packs Simply Everyone Into Its Ad

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Editor's Pick

Meat & Livestock Australia jumps on the diversity bandwagon in this spot promoting Australian lamb -- but in a funny and irreverent way.

The organisation packs about as diverse a cast as it can manage into the spot, by The Monkeys, which kicks off with the (white) presenter addressing concerns that "too many perky white males are contributing to a lack of diversity on our screens.." He's switfly replaced by an Indian Australian actor, Arka Das, who is joined by Australians of all genders and colors, inculding a gay dad couple, a transgender comedian and several indigenous Australians. There's also: a deaf woman communicating in sign language, a Mormon, a little person, a man in a wheelchair and white people of various hues and colors.

The idea is to promote lamb as the "ultimate cross-cultural protein," but also to address criticism of the organization in the past; its Australia Day ad earlier this year was accused by some of being insensitive to Australia's indigenous population.

This one ends with indigenous athletes Cathy Freeman and Grey Inglis answering, in reply to the question "Who was here first?" as everyone gathers for a BBQ, "Er...that'd be us."

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About

Credits
Date
Sep 07, 2016
Agency:
The Monkeys
Client:
Meat & Livestock Australia
Executive Creative Director:
Scott Nowell
Co-Founder:
Scott Nowell
Creative Director:
Grant Rutherford
Senior Art Director:
Barbara Humphries
Copywriter:
Tim Pashen
Planning Director:
Michael Hogg
Managing Director:
Matt Michael
Content Director:
Katie Wong-Hee
Content Manager:
Victoria Zourkas
Head of Production:
Thea Carone
Senior Producer:
Abby Hunt
Senior Producer:
Caroline David
Head of Print Production:
Tom Harrison
Media Agency:
UM
Group Director:
Tom Rankin
Client Director:
Ed Passerotti
Group Strategy Director:
Chris Colter
Partnership Manager:
Jacqui Ollevou
Senior Account Director:
Jessica Silver
Account Director:
Katie Raleigh
Account Manager:
Lauren Caverley
Senior Account Executive:
Taylor York
Account Executive:
Duncan Fredericks
Group Marketing Manager:
Andrew Howie
Brand Manager:
Matthew Dwyer
PR Agency:
One Green Bean
Production Company:
Plaza Films
Director:
Paul Middleditch
Executive Producer:
Peter Masterton
Director of Photography:
Daniel Ardilley
Post Production:
The Editors
Editor:
Peter Whitmore
Colorist:
Christine Trodd
Sound:
Song Zu
Lead Composer:
Haydn Walker
Sound Designer:
Simon Kane
Producer:
Jess Bonney
Company:
31st Second
Executive Creative Director:
Rachael Egan
Senior Account Director:
Libby Waring
Senior Account Manager:
Annina Helenelund
Graphic Designer:
Hannah Le Cornu
Licensed Music:
Carl Fischer Music

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