The Better Marketing Blog

Quick Summary

• Viral reach. The campaign amassed over 5 million views within the first week across social media platforms.
• Public engagement. Generated thousands of comments and shares, igniting conversations about online behavior and unity.
• Sales impact. The ad is part of an annual campaign that results in increased Australian lamb sales every year. 

The comments section is getting toxic. That’s the premise of “The Comments Section,” an ad by Australian Lamb that humorously brings real online comments into everyday situations. 

The ad showcases the absurdity of internet comment culture and encourages Aussies to step away from divisive online debates and come together over a lamb barbecue.

Background

It’s summer down under, and Meat & Livestock Australia (MLA), the organization behind Australian Lamb, has a history of creating memorable and impactful advertising campaigns around Australia Day, January 26. 

Their goal is to promote lamb as a unifying national dish, encouraging Australians to come together over a shared meal. In recent years, MLA has focused on addressing social issues and promoting unity through their campaigns.

A quick look through their own Facebook comments proves that followers look forward to their summer ads every year.

“Do you think this is happening everywhere?”

Campaign Overview

“The Comments Section” was developed by Droga5 ANZ, part of Accenture Song. The campaign features real comments sourced from online platforms like Instagram, TikTok, Reddit, Facebook, and YouTube, brought to life in everyday scenarios to highlight their absurdity. 

The ad humorously portrays heated online debates about trivial topics, such as dog grooming and flat earth theories, unfolding in real life. The ad ends with “Lambassador” Sam Kekovich urging everyone to “get out of the comments and into the cutlets.”

Key Success Factors

Relatable content

By showcasing real online comments, the campaign resonates with audiences familiar with the often absurd nature of internet debates. This relatability encourages viewers to reflect on their own online interactions.

Humor and satire

The use of humor to highlight the ridiculousness of online arguments makes the campaign entertaining and shareable, increasing its viral potential.

“If cringe could kill ya, this would be a lethal dose.”
“Ooh! Another keyboard warrior.”

Timely message

Addressing the growing concern over divisive online behavior, the campaign taps into a relevant social issue, prompting discussions about the impact of internet culture on real-life relationships.

Strong call to action

Encouraging Australians to unite over a lamb barbecue provides a positive and actionable takeaway, reinforcing the brand’s message of togetherness.

“Yeah, right. Next thing, you’ll tell me the earth is flat.”

“See? Flat earth!”
“That proves nothing! It could be AI.”

Innovative Elements

Use of real online comments

Incorporating actual comments from various platforms adds authenticity and relatability to the campaign, making it more impactful.

Blurring online and offline worlds

By bringing online debates into real-life scenarios, the campaign creatively illustrates the absurdity of internet arguments, prompting viewers to reconsider their online behavior.

Integration of AI-generated imagery

The ad features an AI-generated image of Australian television presenter David “Kochie” Koch, adding a humorous and topical element that reflects current discussions about AI and misinformation.

“And that’s the way you make a perfect cuppa.”
“What? Milk before tea? This is a crime!”
“Same as with cereals. Milk first.”
“You are a psycho!”

Impact and Results

Audience reach

The campaign has reportedly garnered over 5 million views—so far—across platforms, racking up nearly 1.9 million views on YouTube alone within four days of its launch.

Social media engagement

The campaign has generated thousands of comments, shares, and discussions online, amplifying its reach and impact.

Increased sales

Metrics aren’t yet available for this ongoing campaign, but previous Australia Day campaigns resulted in significant sales boosts, according to Nathan Low, General Manager for Marketing and Insights.

“During the six-week campaign in 2024, purchase volume increased 18.9% compared to the previous year and purchase volume per trip increased 9% compared to the previous year. We hope Aussies enjoy the ad and it prompts them to share the lamb in 2025.

“Leave us a nice comment while you are at it.”

“There’s gotta be something that unites us!”

Marketer Takeaways

• Make it relatable. Using real, relatable content can enhance audience connection and engagement.
• Address timely issues. Tapping into current social concerns can make a campaign more relevant and impactful.
• Use humor effectively. Humor can be a powerful tool to convey messages and encourage sharing.
• Encourage positive action. Providing a clear and positive call to action can reinforce brand messaging and drive consumer behavior.

Media Shower’s AI platform helps you craft campaigns that spark conversation and bring people together—no comment section required. Click for a free trial.