Kelsey Lee-Barber versus little brother in latest Australian Beef campaign via The Monkeys
Today Australian Beef launches a new winter campaign via The Monkeys part of Accenture Interactive, with reigning world champion Javelin thrower, Kelsey Lee-Barber, by highlighting that beef is packed with protein and makes the greatest healthy meals, not only for athletes, but for everyday Aussies too.
The new TVC, directed by Trevor Clarence, imagines Olympian, Kelsey Lee-Barber and her younger brother Greg in an epic battle for the last piece of beef at the family dinner table. Is it a lifetime of training, years of hard work and sacrifice, all leading up to a medal shot at the Olympic Games? Or is it finally smashing your personal best at the local games arcade? In the ad we see that whatever your personal greatness, you can help feed it from the natural source of iron, protein and nutrients packed into delicious Aussie beef.
The integrated campaign highlights Australian Beef’s sponsorship of the Australian Olympic and Paralympic Teams ahead of the Tokyo Games.
Says Graeme Yardy, domestic market manager at MLA: “We know Australians take great pride in putting Aussie beef on their tables. Our partnership with the Olympic & Paralympic Teams allows us to put the nutritional benefits of beef on centre stage, and gives Aussies the confidence to feel good about eating this delicious meat. With its unmistakable flavour and superior quality, we’re proud our country produces some of the best beef in the world.”
Says Lee-Barber: “I think everyone wants to feel fit, active and at their best each day whether they’re competing on the world stage or not – and Aussie beef is such an easy and tasty way to get essential nutrients in your diet.”
Says Scott Dettrick, creative director, The Monkeys: “We wanted to show in a fun way that the nutritional benefits of Australian Beef can help you be your best every day and it’s not just athletes that can benefit from that.”
The ad launched across free to air and subscription TV nationally last night and will be pushed out across digital, social and retail OOH channels by UM, with the ad running on Channel 7 free to air, BVOD & Twitter for the Olympic and Paralympic Games. One Green Bean will be driving coverage for the campaign across earned media and owned social.
Client – Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Senior Brand Manager: Samantha Warfield Smith
Assistant Brand Manager: Krystina Batt
Creative Agency – The Monkeys, part of Accenture Interactive
Chief Creative Officer – Scott Nowell
Executive Creative Director – Vince Lagana
Creative Director – Scott Dettrick
Senior Copywriter – Harry Boothman
Senior Art Director – Brett Edwards
Managing Director – Matt Michael
Business Lead – Topher Jones
Senior Business Director – Anna Willis
Senior Business Manager – Mitch Bevan
Business Manager – Tasha Strachan
Head of Production/Senior Producer – Penny Brown
Integrated Lead – Tanith Williamson
Senior Print Producer – Matt Tilbury
SONG ZU
EP/MD: Kat Aquilla
Music Composition: Haydn Walker
Sound Design: Simon Kane
Production Company: Revolver
Director: Trevor Clarence
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Producer: Alex Kember
DOP: Andrew Commis
Production Designer: Jon Dowding
Post Production: Vandal
Grade: Olivier Fontenay
Editorial: The Editors
Editor: Stuart Morley
Media agency – UM
Hayley Pyper – Senior Client Director
Shannen Clout – Senior Partnerships Manager
Josh Coles – Partnerships Trader
Marni Crutchley – Integrated Planning Director
Cameron Roberts – Connections Strategist Director
Maddison Thompson – Connections Strategist
PR Agency – One Green Bean
66 Comments
Served with a side of carbon? This sh*t should come with a warning.
Oh nooooOOOO THE COWS ARE FARTING IM GOING INSANE AAAAAAAAAAAAAAA
Served with a large helping of cheese more like. This is soooooo corny.
Better than all the ads for seniors insurance, the other insurance ads with Keith the moronic klutz and finally ads with play on ‘F’ words
Maybe this read better on the page but wow that was painful to watch
Well it made me laugh. And fart. But mostly laugh.
Quite like this. Better still, it has lots of campaignability. A series of really good commercials in which two people complete for the right to the last piece of beef actually has the potential to be famous advertising. But surely they’ve thought of that.
On fire today big guy. Can tell you’ve had your slice.
@@old CD Guy
I am being held hostage in a secret location and Vince will only release me if I say nice things about this work.
No strategy = no idea = what a hohum snoozefest. Needs some Fabilicious added to it. Dance Monkey Dance.
What a chauvinistic ad, even when the guy has a dumb goal he is supported to achieve it, whilst the female Olympic goal isn’t seen as important or worthwhile. Pathetic male perspective AGAIN!
100% agree with Slee, never really have an opinion about tvcs but in a world where D&I is becoming so important this ad is crap. Goes against everything we’re trying to move away from. How old is the creative director working on this? Assuming hes a male too? How traditional for a creative agency that’s meant to be one of the best in town… Whatever.
Yesss!. No matter the professional level of the daughter – with alllllllllll the sacrifices and commitment she has dedicated herself too… the son, the almighty son, and his waste of time
fake dancing is worshipped by mummy and daddy. Blugh
Absolutely chauvinistic!! Took me back to my sad days around the dinner table where the boys got the drumsticks, the lamb shank, the best of the rest because they were boys …makes me sick this ad…
It’s called humour!
Well I can’t see the joke. It wasn’t funny 40 years ago when this was the norm and it’s not funny now. Are we ever going to progress to equality??
100%! The toerag gets the beef over the olympic champion because he’s got a dick. Hopefully that’s not her real family
You need to go and see somebody or have a little lie down. Do you reckon if it was the other way around, men would be getting upset??!? Don’t try and create something that isn’t there!!
I’m a man, and I’m upset. Crap ad! No value.
Oh no. Offcourse we found something to whinge about….
The ad was making fun the BLOKE you idiot! You femnazi’s are always looking for a sinister plot when there is none
I cannot believe this ad has been allowed to go to air! Totally chauvinistic and belittling the major goals a woman has set to achieve international recognition as against a pb in some arcade game for her brother. Really!!!
I and my wife are also annoyed with this sexist advertisement favouring the Mummy’s boy. What was Kelsey thinking to agree to participate?
The daughter makes the Olympics, and still the parents favour their son. The 1950’s phoned and want their ad back. What an unbelievably sexist advertisement.
What is the name of the actress who plays the mum?
Kate Raison
Had to research this ad because I really hoped there was some sort of backstory. No. It’s just incredibly tacky and tone deaf in this day and age. Do better.
Only a misogynist could find this ad amusing. It is too close to the reality experienced in many families to be seen as funny.
Apart from anything else, the supposed last piece of meat is so large it could easily be shared by both. As for the disgusting manners of the son stuffing a huge piece in his mouth. Spare us!
Back to the drawing board.
This is an awful advert for meat. It is totally disrespectful and does nothing to promote support for striving for elite athletes. It puts me off your product totally. It’s not funny or clever.
The ad is fantastic . What is even better is all the losers with no sense if humour getting their knickers in a not. Lighten up people.
I am appalled at this advert – even though this women has real achievement she is still overlooked for a man. None of the people involved in the creation of this advert, which diminishes the athlete’s achievements, should be proud of themselves.
So glad to see a few other people can see how misogynist this ad is. Who approved this? Is this reflective of a misogynist meat industry or our Australian culture that still belittles women. Just see what’s going on in parliament house. What a joke.
The most sexist ad I’ve seen in a long time . Daughter is an an elite athlete but must take second place to brother who plays games. Sad.
get over yourselves peoples, who cares, it is a bit of fun !
Loved this ad. Crack up everytime it plays. Its a joke feminazis. They were more making fun of the brother. And I’m a woman. One with a sense of humour.
I am concerned at what may have been an unintended message in this ad. The sister has a seriously important time-affected goal, but is shamed/pressured to give way to a male with a lesser goal with no time limit. Its meant to be funny and would have been – if both siblings were female or both male. Why would the last piece of meat not have been shared? I can’t watch the ad without this message of disrespect and dismissal of a woman by / or in favour of a man shouting at me! Please remove the ad. Please get advice before accepting such a script again.
Think this ad is chauvinistic and annoys me every time I see it!!
I think this add is quite funny. With the brother stuck in the 80’s with his mullet and shell suit. But what does irk me is there’s enough meat there for both of them to eat. Share people share!
Dreadful sexist rubbish. So annoyed. As to the folk who say ‘get over yourselves’ I say ‘get real’ this sort of guff is actually damaging to young girls.
I am so pleased I am not the only one appalled by the message of this ad. It highlights the lack of awareness by privileged males of their own deeply ingrained dismissive attitude towards women and their ‘place’ in the ‘pecking order ‘
What a pathetic, chauvinistic ad. Where have the producers of this ad been living? Clearly in a cave.Wake up, read your newspapers, watch the news worldwide and realise how outdated and cringe this ad is. I don’t want to eat beef as long as this ridiculous ad is on tv. GET RID OF IT.
Are you people serious? The entire premise of the ad is the fact that the brother has a less significant goal compared to his sisters and it’s for the LOVE OF BEEF that people will place their individual selfish needs above the needs of others. Didn’t any of you lefties study critical thinking in high school?
As for the sexism claim, you should be ashamed of yourselves for comparing this ad as oppressive to women, when there are women in this world, and in OUR COUNTRY that get treated as if they are the piece of beef. Are you folks following me by now????
Wake up Australia, and start solving the real problems and liberating the voiceless women in our society before nitpicking and inventing so called errors in advertising when Australia has an unaddressed and unspoken issue surrounding the treatment of women but nobody has the courage nor concern to speak up about that!!!
Please……
oh my god people!!!get over it!!! it’s got nothing to do with the boy getting preferential treatment.the joke is that she is the elite athlete that you would think should get the last picee of meat.and yet it goes to the loser brother with his mullet haircut and 80’s shell suit.it’s funny because its ridiculous.
would it make all the feminists feel better if she was giving it up to the little sister??? people are missing the point here.there are plenty of instances where the son/guy has to take the back seat to the sister.we see it in films,tv and media all the time. so are guys allowed to say “oh look at the princess.getting the preferential treatment.is that not just typical?”
do you think if the roles were reversed guys would on here making these stupid statements about how disgusting this add is?? NO!!! guys could not care less. and certainly could not be bothered to have a good whinge and moan about it like all the women on here are.
how about if kelsey got the last piece of meat.is it ok for guys to say “she is only getting it because she is pretty.and pretty girls ALWAYS get their way”. the fact of the matter is.the add is just a bit of fun.so all the feminist tree huggers out there that believe that covid is fake news and not real.get that almighty chip off their shoulder. watch the add, have a chuckle and get on with more important things in their lives.
there are literally thousands of people around the world literally dying from a global disease as we speak. and you take time out of your time to whinge about how how deplorable it is that the “boy” gets the last picee of meat.
I have watched this add with my daughter a huhdred times during the olympics and she cracks up in giggles everytime she sees the brother dancing on the video game.she thinks its funny. nothing more,nothing less.
I think you’ve missed the point. Bu a disturbingly long shot. For a start her looks have nothing to do with it. And by the way I don’t hug trees & I’ve had both my covid shots. What other demeaning insults would you, oh wise one, wish to bestow on me? Personally I have no judgment calls to make about you.
This is a dreadful advert. The sister has a seriously important time-affected goal, but is shamed/pressured to give way to a male with a lesser goal with no time limit. Its meant to be funny and would have been – if both siblings were female or both male. Why would the last piece of meat not have been shared? I can’t watch the ad without this message of disrespect and dismissal of a woman by / or in favour of a man shouting at me! Please remove the ad. Please get advice before accepting such a script again. The daughter makes the Olympics, and still the parents favour their son. The 1950’s phoned and want their ad back. What an unbelievably sexist advertisement. It’s exactly these concept that sees China getting rid of so many female babies in favour of having a boy. Dreadful
Love the ad – such a bit of fun.. and I am a 70yo woman!
The ad is fantastic . What is even better is all the losers with no sense if humour getting their knickers in a not. Lighten up people.
C’mon all you so called feminists, if the roles were reversed and the brother was the champion javelin thrower and his sister a dancing idiot you would have a lot to say too! You wouldn’t be happy with the brother being successful and his sister being mocked as a bumbling idiot – irrespective of who got the last piece of beef!!!!
I thought the add was funny, people are so precious these days 🙄
This ad is just plain disgusting. How an arcade game is more important than a FEMALE Olympic athlete beats the daylights out of me. It should be shut down. Mysogyny at its usual worst. Remove it
What is the criteria for deciding that throwing a spear is more important than playing a dance game?
(Asking for a friend)
Also & much more importantly – imagine not comprehending satire.
Distressing.
I find the ad both sexist and demeaning.
Why are we seeing another iteration of the (ought to be defunct by now) idea that it’s the girl’s duty to make the sacrifice for the boy in the family environment ?
Why do we have to endure this kind of gender stereotyping in the 21st century? Maybe you need a few more women on your creative team. 😡
This may be her last chance to win an Olympic medal. (I don’t know the retirement age for javelin throwers). She’s had a fabulous international career but the Olympics is the ultimate. She’s got a great sense of humour to have done the ad, but why didn’t they use another female who the “mother” could have said “darling you already have 4 (or whatever) gold medals, can’t you give your brother etc…”That wouldn’t have caused any offence to anyone & the humour would have been clear. But to bring this ad out as the Games commenced in less than desirable conditions with no audience support possible, was a very poor decision. We needed to send them off knowing they had us cheering & clapping them on every cm. Whatever happens to all of you Aussies you are amazing & we are so bloody proud of all of you.
PS; for the so called creative team to tell us we missed the message, actually chaps I think you missed the message.
Just did a quick count so it’s not precise, but out of over 30+ individual titles, only 9 were women.
Nuff said.
How pathetic. sharing is the solution. Its offensive to all and has no positive to say about eating beef The Monkeys ought to go back to eating bananas. They missed the mark to sell beef. Its offensive to Olympians they give of their best for the country. Its all offensive to decent family values as well. No more beef here. I just change channel as soon as it appears.
I love the idea that the brother’s arcade game is every bit as valid as an Olympic competition…
I’m a feminist from day dot; and I love the ad. It’s clearly tongue in cheek. Obviously the woman is more deserving, but that’s the point of the ad – being silly by saying the brother needs it more, to get a few laughs. Sibling rivalry, the way everyone is self absorbed in their own little world; etc: it’s a send up of many things. It’s a fun ad essentially. And the beef looks great, so I’m sure it’s very effective and will increase sales…
KJS.. I love the add too. I agree with your comments. Brings a smile each time I see it.
Sexist ad. Puts males first with insignificant goal.
He should have given way to her.
Bugger you, Greg, one more piece of steak!
Don’t trip on the disco shit!!!!
Onya Kelsey. Greg, cook BBQs Forever!!!
Get over it, guys, listen to Kelsey!!!
Ps. Greg is a meat thieving, disco dhead!!!
Luvd watchn and listening to her tonight.
Greg, it’s your turn to cook!!!
Serious question: does this generation of aussie women NOT have a sense of perspective (it’s an ad, not a declaration of war) and a sense of humour (the ad pokes fun at the bloke)?
Maybe the medalist actually deserved the last slab? The plonker boy gets Mummy’s vote but not mine. Surely “just share it” would have been better? Poor call Aussie Beef.
Well I’m at a total loss, I’ve watched the add several times, I’ve read every comment above and I still can’t work out which activity is the most important…….dancing on an arcade game, or, throwing a pointed stick
I have to make a protest about the beef TV ad with Kelsey-Lee Barber. I do not find it amusing or “light-hearted” at all.
Why can’t they share that piece of beef? Take a look at elite sportspeople. Yes, they compete furiously, but they also share others’ successes. That mother appears to denigrate Kelsey’s efforts! That is not what I tried to instil into my children and grandchildren!
A most disappointing ad in the middle of the Olympics and Paralympics!