Lambassador Sam Kekovich changes his tune becoming a chop star in 2012 campaign via BMF

Trade press exclusive – After two years travelling the world as Lambassador, on his one-man crusade against unAustralianism, Sam Kekovich realised the job was too big, and the world too vast, for him and his dodgy knees alone. Old-fashioned diplambacy isn’t cutting it anymore.

So to spread the Lamb message as far and wide as possible, especially to da youf (listening to iPods, iPhones and iDon’tknowwhatkindofmusic), Sam decided to use something that pervades every aspect of modern life: Popular Culture.

Unfortunately, Sam discovered that pop culture itself is rife with unAustralian behaviour.Which is why he’s created ‘Chopular Culture’ instead, releasing his own ‘chop song’. After all, if Obama can rap, Kevin Rudd can sing (just) then why can’t Sam Kekovich get all hip chop?

Keeping to tradition, Sam’s ‘Chopular Culture’ campaign launched last night across Australia with his annual, 90-second, ‘Address to the Nation’ across the Chanel Nine Network. It was followed by the release of his 3-minute music video, Barbie Girl (which he recorded with pop starlet Melissa Tkautz and Australia’s Got Talent winners Justice Crew, and features a cameo of pop culture guru Richard Wilkins).

VIEW THE 90 SEC. ADDRESS TO THE NATION SPOT

VIEW THE 3 MINUTE MUSIC VIDEO

The 90-second rant and 3-minute film clip were directed by renowned music video parodist Craig Melville @ Jungleboys.

This year’s campaign was written by BMF creative director Dennis Koutoulogenis, who left the agency at the end of last year. He has been lead creative on the Lamb campaign over the last eight years, winning many awards and peer accolades along the way.

2011 AIPP Australian Professional Photographer of the year Gerard O’Connor shot the epic pop-culture-style point of sale campaign, which included 36 cast members styled by Marc Wasiak.

As well as point of sale, large format outdoor, print, radio and an online push will all help launch Sam’s ‘Chop Star’ campaign. Integrated content collaborations with Channel 9 and Nova, and social media complete the package (including personalised video messages from Sam to other pop icons).

Sam’s campaign aims to get as many hits as possible for his song Barbie Girl to get it to the top of the ‘Nova Australia Day Countdown’.

So go on, hit like at www.facebook.com/SamKekovich

You know it makes sense.

Agency: BMF

PR: Hausmann