Every January, Aussies have started to look forward to more than just the next public holiday. It’s also the time of year that we can expect the latest Australian Lamb ad to drop, and this year’s is a doozy. It’s literally turning on the comments section. 

Previous years have poked fun at Boomers and Gen Z, taken a very Australian dig at the term ‘UnAustralian’ and even set the political stoush between left and right to a Broadway score. How can you top that? Easy – just add Raygun. 

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This year’s ad lamb-poons the totally bonkers world that is the online comments section, with these internet aggravators brought to life as crowds of people bickering over everything from overgroomed poodles, AI and wind farms to global warming and Raygun’s infamous Olympics performance. 

And of course, it wouldn’t be the comments section without at least one person popping in to tell you how they make $5000 a week working from home. 

Tensions continue to escalate, with insults hurled back and forth, people blocked and reported, and democracy threatened. Eventually, even the humble cup of tea isn’t immune to the virtual vitriol. Incredibly, all comments featured in the ad are comments that were actually posted online. 

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Just as things really start to spiral out of control, ‘Lambassador’ Sam Kekovich appears, holding aloft a single lamb cutlet. He hands it to a member of the now hushed mob, who gives it the thumbs-up ‘like’. 

“Come on everyone,” Kekovich says. “Get out of the comments, and into the cutlets.”

A friendly lamb barbecue follows, with everyone suddenly forgetting their differences and getting along just fine. Isn’t that nice? Let us know in the comments. (Joking.)

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“When you delve into the world of online commentary, it would leave you thinking Aussies are at each other’s throats, no matter how trivial the topic,” says general manager for marketing and insights at Meat and Livestock Australia, Nathan Low. “But in real life, we don’t treat each other like that. 

“The Summer Lamb campaign is an irreverent reminder that Australians are always at their best when we’re united, and there’s no better way to bring everyone together than an epic Aussie lamb barbecue.”

Missed last year’s Australian Lamb ad? Catch up on it here. Want more lamb in your life? Try these 84 lamb recipes that make a star of Australia’s favourite meat.