SAM K GIVES AUSTRALIA DAY THE CHOP

UnAustralianism continues to spread faster than horse ‘flu through a Japanese jockey club.’ And Sam Kekovich has had a gut full.

In the series of ads created by BMF for Lamb, Sam Kekovich returns for his fourth consecutive year as Lambassador and champion of all things Australian. In this year’s tirade Sam has a new message to the Australian public – abolish Australia Day.

Misbehaving sports stars, international politicians and unwashed vegetarians have all kept the flag of unAustralianism flying, prompting Sam to make his customary 90# National Address, as well as serving up five separate State Based Addresses where Sam has the opportunity to personally castigate Queenslanders and Victorians alike.

“We see Australia Day as the perfect opportunity to remind everyone that our national meat is Lamb and it would also be down right unAustralian to not have Sam giving a few worthy recipients a serve of his own,” said Warren Brown, BMF Executive Creative Director.

“The week leading up to Australia Day has now become the highest Lamb trading week of the year. Australia Day is no longer Australia Day without Lamb on the barbecue,” said David Thomason, Meat and Livestock Australia’s General Manager, Marketing. 

Sam’s plan to abolish Australia Day will launch nationally as a 90 SEC TVC on 13 January 2008, supported by 5 x 45 sec. online State Addresses available on Yahoo!7, point of sale, and PR activities.

Executive Creative Director: Warren Brown

Print Photographer: Jon Bader