Australian Lamb has released its iconic annual advert for 2025.

This year’s campaign doesn’t just spark appetites—it sparks conversations, taking aim at one of the most heated battlegrounds of modern life: the online comments section.

Using real Aussie comments as inspiration, this year’s ad paints a hilariously exaggerated picture of what happens when our online personas step into the real world. The result? A whirlwind of unsolicited opinions on everything from dog grooming to AI and wind farms, escalating into a comedic frenzy.

Just as tempers flare, Lambassador Sam Kekovich makes a grand entrance, wielding a perfectly charred cutlet like a beacon of reason. His message? Enough with the squabbles—let’s hash it out over lamb.

The ad cleverly captures the absurdity of online comments while celebrating the unifying power of Australian food. Its tongue-in-cheek approach serves as a timely reminder that while Aussies might disagree over how to brew the perfect cuppa, we’re unbeatable when united around the barbie.

Nathan Low, General Manager for Marketing and Insights at Meat & Livestock Australia (MLA), sums it up best:
“When you delve into the world of online commentary, it feels like Aussies are at each other’s throats over the smallest things. But in real life, it’s a different story. The Summer Lamb campaign is a cheeky reminder that nothing brings us together like an epic Aussie lamb BBQ.”

The ad once again proves why Australian Lamb is a cherished part of our national identity. So, whether you’re team mint sauce or pro rosemary rub, there’s one thing we can all agree on: lamb is the hero of any summer gathering.

Watch the ad online here—it’s guaranteed to leave you hungry for laughs and lamb.