MLA ditches politics and puts food back in the storyline for ‘Too easy’ Spring campaign
Meat and Livestock Australia has moved away from politics in the latest iteration of its annual Spring campaign, opting instead for a more modest message about the simplicity of preparing lamb.
MLA has also dropped its “You never lamb alone” slogan, replacing it with what it describes as an evolution of the line to “share the lamb”.
The work – intended to put food “central to the campaign storyline” – features one ad suggesting lamb is so simple to cook, it can be done while enjoying a massage, and another combining cooking with relaxing in a hot tub.
I wish them well, and I can see why they would want to get away from the controversy surrounding the previous ads.
My opinion is that the previous ads were an honest attempt to say something different, something rich and real, with a sense of fun and a hint of seriousness. I liked and preferred them.
These “too easy” ads, are just that, too easy. They lack a sense of reality, and they are also self deceiving, in so much that there are greens and other tracklements that simply appear as part of the meal.
Nobody can do two things at once, or one thing whilst doing nothing. Nearly all meats will cook either without attention, or with very little. It is the prep and the tracklements that take the effort.
P.S. probably why men barbecue and the women do the rest, including the washing up 🙂