Monday, May 08, 2006


A new campaign for Lamb has launched via BMF Sydney with a 60” and 30” TVC poking fun at the fragrance category.
The campaign strategy centres on an overpowering desire for Lamb inspired by its uniquely intoxicating aroma. This is bought to life through the extravagant, grandiose language of fragrance advertising both in the creative work and through media strategy.
BMF identified and mimicked the conventions typical of this arty, over the top category; the beautiful woman in a flimsy dress in a field, pouting facial expressions, beautiful yet haunting music etc.
The TVCs are part of a fully integrated campaign including 3 print executions, an outdoor supersite in Sydney, national fragrance style shopping centre banners, online banners and point of sale.
Says BMF ECD, Warren Brown: “This is a completely relevant yet surprisingly different approach for Lamb. To parody something as pretentious as the perfume category is perfectly in tune with the personality and character of Lamb”.
David Thomason, General Marketing Manager at Meat and Livestock Australia said “Lamb advertising has helped restore Lamb's iconic status within the minds of Australian consumers. We're continually surprised at BMF's ability to trump their previous Lamb campaigns and this one is just a beauty”.
The TVC was filmed at Sutton Forest in the Southern Highlands.
Executive Creative Director: Warren Brown
Copywriter: Dennis Koutoulogenis
Art Director: Dale McGuinness
Agency Producer: Mandy Payne
Director: Noah Marshall
Production Company: The Sweet Shop
Production Company Producer: Tony Whyman


Anonymous Anonymous said...

more like lame.

Boddington's did a similar ad a few years back. Only their trolleys were on the right way.

2:01 PM  
Anonymous Anonymous said...

there's nothing like a good looking female holding a meaty bone....did i say that?

i don't mind it.

2:03 PM  
Anonymous Anonymous said...

Yeah. I love lamb.
By the way Reardo where's my Band of Brothers?

2:17 PM  
Anonymous Anonymous said...

Ah, how many more ad parodies will we be inflicted with, courtesy of the Big Ad, before even mediocre creatives start thinking maybe it's not all that fresh?

2:18 PM  
Anonymous Anonymous said...

Whoever this cock, Reardo is. Tell him to give whathisname his fucking Band of Brothers back.

2:29 PM  
Anonymous Anonymous said...

Nice idea... lame execution. Too pretty. Should have been more over the top.

2:44 PM  
Anonymous Anonymous said...

I think reardo's in Melbourne.

2:46 PM  
Anonymous Anonymous said...

2:18 PM most copy, few create (you can use that sometime if you want).

2:48 PM  
Anonymous Anonymous said...

I just love the look on the guy's face... like he's looking at himself in a mirror we can't see.

2:49 PM  
Anonymous Anonymous said...

Watching it, I found myself really wanting to like it.... But I didn't. Oh well... Shame, previous stuff has been great.

2:50 PM  
Anonymous Anonymous said...

Bad performance. Models can't act or be funny.

3:20 PM  
Anonymous Anonymous said...

Spoofing perfume ads has been done to death. Check out the Mercedes print ad in the last One Show.Oh, and 2.18, spoofing ads was popular long before Big Ad. Love Big Ad, but it's true.

3:29 PM  
Anonymous Anonymous said...

I thought it was funny and I hope it sell a lot of lamb, which I believe may be the aim of the campaign. Kudos to the client for approving something interesting.

(Hang on, I'm in advertising so I'm supposed to criticise everything. Man, that ad sucks. Bid Ads a lame rip-off. Go work at Singo's you hacks. I dont know ehere to put apostrophe's or how to spel or how to prrofread.)

3:34 PM  
Anonymous Anonymous said...

As my girlfriend said after seeing the ad on the box last night. "What the fuck was that heap of shit".

4:10 PM  
Anonymous Anonymous said...

i quite like it. but then i hate models.

4:40 PM  
Anonymous Anonymous said...

I like it a lot.

4:42 PM  
Anonymous Anonymous said...


Were you having sex at the time?

6:10 PM  
Anonymous Anonymous said...

Sorry, but I reckon they suck. Perfume and lamb have nothing in common. Is it good to do a car ad and make it look like a tampon ad? or make a tampon ad like a beer ad? Sure, it would get attention, but sell like a tampy soaked in Boags.

7:23 PM  
Anonymous Anonymous said...

Parodies are like a plague in this industry right now. Does anyone actually think Joe Public will actually understand its a piss take of a Dior/Chanel ad? Maybe it should have been a parody of an Old Spice or Norsca Fresh ad?

And aren't women the main buyers at the butcher? I'm yet to find a women that finds this ad funny...

7:53 PM  
Anonymous Anonymous said...

I dislike that advert so much. It makes me feel like they are saying "women are a piece of meat so they should smell like one too"


Its not even remotely funny.

8:26 PM  
Anonymous Anonymous said...

i wish some woman would smell like my meat.

10:57 PM  
Anonymous Anonymous said...

What's your number? I'm looking to hook up with a sleazy, horny advertising guy.

11:10 PM  
Anonymous Anonymous said...

i wrote a parody ad but my CD didn't like it.

12:07 AM  
Anonymous Anonymous said...

I wonder what BMF client, Ella Bache think of it all.

Afterall, the perfume category is pretty close to that other pretenious category, of skin care...

8:32 AM  
Anonymous Anonymous said...

Good point on the Ella Bache thing. Reardo, where is Band of Brothers?

9:21 AM  
Anonymous Anonymous said...

I kept thinking "pork her" not "lamb her"

9:21 AM  
Anonymous Anonymous said...

I thought they lost Ella Bache years ago?

9:31 AM  
Anonymous Anonymous said...

We only lost Band of Brothers six months ago.
Return it Reardo. Return it now.

10:16 AM  
Anonymous Anonymous said...

“This is a completely relevant yet surprisingly different approach for Lamb. To parody something as pretentious as the perfume category is perfectly in tune with the personality and character of Lamb”, say Warren Brown.


11:31 AM  
Anonymous Anonymous said...

someone should check out the john cleese ad for schweppes a few years back...its in d and ad ...think it won a silver...its a piss take of ...yep you guessed it ...a perfume ad...for yep a product...schweppes not lomb...if warren didn't know that he deserves a lombotomy.

but when john cleese did it it was funny.

this is a poor imitation...overhyped and underdone as well as a repeat of an old idea.

so its probably one of the best ads in australia at present judging by what else is on tv.

1:53 PM  
Anonymous Anonymous said...


So who's to blame?

Clients, agencies, creatives lack of talent?

3:30 PM  
Anonymous Anonymous said...

It's better than that Glassons shit.

5:04 PM  
Anonymous Anonymous said...

i lub lub lub gally horner.

please if anyone see him tell him i lub him velly much and i need him visit for give me monay for,maroon,pink libsticks.

please tell him i need visit soon.usual have new handcream me want try.

lub you gally.


mei lang.

me know mei long and gally througn jackuzzi.

12:24 PM  
Anonymous Anonymous said...

I'm sorry, but is the advertising industry a bunch of whining, cynical snobs - who's only pleasure is ripping down all work that isn't their own? I know it seems kind of 'Primary Schoolish' but whatever happened to constructive criticism? You give advertisers a bad name! shame shame shame. I'm darren hinch.

5:30 PM  
Anonymous Anonymous said...

1.53. Right you are re the john cleese ad. Also remember the Simpsons "Mr Plough" ad - the first one, not the one with the good song ('that name again is mr plough")... Lisa: Dad, was that your ad? Homer: i..don't...know....

4:46 PM  

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