THE highly anticipated Meat and Livestock Australia (MLA) Summer Lamb campaign launched in early January – skewering the generation gap that has divided the nation.

The ad reminds Aussies that there’s actually more that unites us than divides us, and of course our love of a good chop on the BBQ is one of them!

The three minute video shows a country divided into four camps; the Boomers, Millennials, Gen X and Gen Z.

The ad kicks off by taking a swipe at Boomers getting free houses, and later at Gen Z’s all getting a trophy and too much technology eroding their social skills, with each quip between camps making the generation divide wider.

The Boomers don’t mind until it is their own backyard that is affected, and we see their BBQ full of lamb chops float off into the gap.

It’s the smell of the chops cooking that brings everyone together, and the generation gap is closed!

This successful new ad builds on the ‘Share the Lamb’ campaign, which has seen a new lamb ad released in January for the last four years.

All four ads have featured ‘Lambbassador’ Sam Kekovich. even if in the most recent clip Gen Z are left asking ‘who is that?’ Then having a guess that it might be John Howard, and even then, they still aren’t sure who that is.

Last year the ad took the micky out of the term ‘Un-Australian’ and the video shows people being banished to a desert for committing "un-Australian" offences, such as using a knife and fork to eat a meat pie, changing the channel during the Test cricket and not knowing the words to Khe Sanh.

Summer is a key time for Australians to get together with friends and family over a meal or barbeque.

To capture this important sales occasion, the campaign aims to create talkability for the Lamb brand, while encouraging purchase when shoppers are making their protein choice across retail and food service environments.

Building on the ‘Share the Lamb’ brand platform, the six-week integrated campaign features topical jokes, a good dose of satire and of course, lots of mouth-watering lamb.

The long form ad imagines a world in which the generations have been separated by The Generation Gap: an impassable chasm that keeps each age group away from the others.

Left to their own devices, each generation has become the worst version of themselves - until a lamb BBQ appears to break down the generational divide and reunites them once and for all.

The campaign is created by MLA’s longtime creative partner The Monkeys, and again they have put together a campaign with a level of success other industry bodies can dream of.

Picture: Sam Kekovich again features in the annual MLA Lamb ad.