Masters of Spin, Lamb, Sam and Avon
Friday, February 22, 2019 at 4:28PM
Matthew Bywater

Have the kiwi's outsmsarted us on the traditional Australia Day lamb ad's? Or does it deliver potential opportunities for the future?

Does the Sam Kekovich involvment in non lamb ads distract from the lamb campaign or enhance it?

Avon pulls body shaming ad, where they right in do so?

Watch the segment here, transcript below.

Basil Zempilas Welcome back. When it comes to Australia Day, there is one thing we can depend on and that is the Australia Day Lamb ad with our 'lambassador', Sam Kekovich.

Edwina Bartholomew It's always thought provoking and this year's campaign calls for Australia to unite with New Zealand to become New Australia-land.

Speaker 3: As we all know, Australia is the greatest country on earth, but frankly right now, New Zealand is doing Australia better than Australia.

Speaker 4: So we propose we unite to create New Australia.

Speaker 5: Name's a bit stink.

Speaker 3: Land. New Australia-land.

Basil Zempilas Very clever the Kiwis, they've picked it up and they're running with it, even launching the New Australia-land website. Our Masters of Spin are here, advertising experts, Matthew Bywater and Jane Caro, good morning to you both, Happy Australia.

Now Matthew, feels like this has got away from us.

Matthew Bywater: They have, they've messed up. They should've had that URL so they could actually own that. But I think it's a huge opportunity for them. I mean the Kiwis have done MLA or the lamb guys a great service by extending this further. I want to see a relay. You know, I want to see a little tennis match going on, back and forth. And they could really push this out a lot further than what they're currently getting.

Edwina Bartholomew It feels a bit like an own goal here, Jane, not grabbing that domain name. But so clever of the New Zealanders to act on this very, very quickly. And they said, once they put it out there, things like Air New Zealand came on board and said, let's be part of it too.

Jane Caro: But I love this completely, from beginning to end, because what it is is brands having fun, being cheeky, having a bit of a game with one another. Countries, brands, you know, lamb, which the New Zealanders of course produce a lot of, as well. And I love that spirit of actually kind of banter-y camaraderie, which I think, it doesn't matter who owns the URL, the URL will kind of fade away without [crosstalk 00:01:47]

Basil Zempilas Yeah, all of that's right, but has it got away from what it was all intended for in the first place and that is to sell lamb. Does this sell lamb now or do we just sit back and be enjoyed by the show?

Matthew Bywater: Well, we'll see. But they've been remarkably successful, in some years up to 30-35% increase in lamb sales, week on week sales from previous years. So they have been hugely successful in selling lamb.

Jane Caro: I agree. I think what this has done now is it's set up an institution around lamb. It's given lamb that larrikin flavor if you like. And as well we, we wait for this ad, what's it going to do? And we know it's going to be controversial. We know it's going to upset some people and we look forward to that. It's great.

Edwina Bartholomew Interestingly, in the era of Twitter outrage, previous years, the ad has been very controversial. By comparison, you must admit Jane, this feels a little bit safer.

Jane Caro: Yeah, I guess so. But I think had to hear Australia actually kind of say, you know what, we're just sitting down to our dinner, and there's prime minister and looking at our recent circular prime minister thing going on. I think it's a rather nice humble ad to come out of Australia. Accepting our limitations [crosstalk 00:02:49]

Basil Zempilas Yeah, okay, it's putting our hand up and saying, we're not as good as we could be, but we're working to get better. Sam Kekovich, the original 'lambassador' only had a two second cameo in this. Can't be good for next year, how long's he going to get next year?

Jane Caro: Yeah, that's right. Just a picture of him, on the wall.

Edwina Bartholomew Well, he's actually moved on. He's actually part of another campaign targeting tradies to buy locally made products. I mean, he's really making the most of his time in the sun during January, February, Sam. It's a bit tricky for him to be running both in the lamb ad and this ad, which actually sort of takes that message and skews it a bit.

Jane Caro: Yes. Well, I think this is very good for lamb. Because I think the thing is Sam Kekovich is really associated with lamb now. And so when that ad runs, everyone goes, oh, why he's doing an ad for tape measures? Isn't he usually the lamb guy. Lamb hasn't paid for that and they're getting exposure from it. They must be very pleased with those tape manufacturers.

Matthew Bywater: That's great exposure for them, I mean, if Sam can do an ad every year for whatever company, it doesn't matter. Lamb's going to get that, because we know lamb. Unless you're an absolutely avid AFL supporter, that's all we know Sam Kekovich as, as lamb, he's the lamb guy.

Edwina Bartholomew Imagine if we found out he was vegetarian.

Basil Zempilas Looking at Sam, I don't think that's going to happen.

Let's talk about cosmetics company Avon. When I was a kid, the Avon lady would come calling. Now they've scrapped an ad campaign following claims that Avon shamed women while promoting a skincare range to reduce cellulite. The slogan was dimples are cute on your face, but not your thighs. They got this pretty wrong, didn't they Matthew?

Matthew Bywater: Yeah. Look, this is a tough one. If you're in the area of cosmetics, that's what you do. You work on dimples, you work on wrinkles. You're supposed to say, look, if you've got wrinkles, you got dimples, we've got something for that. I don't think it's that harsh. I mean there's been much worse advertising in the cosmetics and beauty industry, which really shame women. I think this is quarter borderline.

Edwina Bartholomew Yeah. I feel like here, Jane, the mistake that they made was they tried to include the tagline that everybody's beautiful, but here's something for your cellulite. So they're trying [crosstalk 00:04:44] on that positive body message.

Jane Caro: Mostly you're not. I think the problem is everybody has dimples on their thighs. If you sit down and you are a normal, natural human being-

Basil Zempilas Including blokes. Yes.

Jane Caro: Including blokes. And so, I just think maybe if they'd said, but not everywhere. Or there are places where maybe you don't want them. Being a little bit less body specific, maybe they'd have got away with it. But there is an issue. Cosmetic companies sell insecurity in women, they have a problem with that.

Basil Zempilas I've got it. Next year's ad, Sam Kekovich doing ads for Avon, showing us his dimples. There you go. I think it's perfect.

Jane Caro: You're a genius.

Edwina Bartholomew He doesn't have cellulite because lamb's so good for you. Thank you Jane.

Basil Zempilas Thanks guys, good on you.

Edwina Bartholomew And thanks Matt, thanks for coming in this morning. Coming up on Weekend Sunrise the best Aussie films-




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