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Why You Didn't See 'The Lamb Ad' This Australia Day

The annual summer 'lamb ad' is synonymous with Australia Day, but it was noticeably absent over the long weekend and there's a good reason why you didn't see it.

Speaking to 10 daily, domestic market manager for Meat And Livestock Australia Graeme Yardy said with the recent bushfires and ongoing drought, Aussie farmers have been "going through a lot of hardships" -- which the industry body said it wanted to be sensitive to.

"A lot of lamb producers were caught up in that and we were really conscious of that," Yard explained.

"There had been a lot of coverage around fires, but we got to a point where we felt the Australian public was ready to see it. We are in this stage of rebuilding [bushfire affected areas], so now it is time to help."

MLA is known for its politically-charged but humorous ads. Image: supplied

The company is known for its summer campaigns which often touch on political issues -- from Indigenous land rights to immigration and our friendly rivalry with New Zealand -- in a humorous way.

But its summer 2020 campaign, which was unveiled Tuesday, takes a different creative approach.

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Titled 'Lambalytica' the spot urges Australians to put their devices down and "get real", with lamb.

It takes inspiration from Facebook's Cambridge Analytica data scandal.

From a couple who spend more time looking at their phones than each other, to a teenage gamer glued to the TV, ‘Lambalytica’ taps into the phones of unsuspecting Aussies and unites them over a lamb barbecue.

The new 'lamb ad' pokes fun at our tech addiction. Image: supplied

MLA is hoping to garner plenty of attention with this morning's launch, with the campaign appearing across social, online, radio and outdoor advertisements.

Usually the annual ads are launched just in time for Australia Day, but Yardy is adamant they aren't intended to be Australia Day campaigns.

"It is not an Australia Day campaign, and it hasn't been for several years," he said.

"We don't want to focus on one day or one week."

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Lambalytica is clearly MLA's least patriotic campaign yet, but when asked why they decided to go with the idea of highlighting our tech-obsessed nation, Yardy said the decision was pretty simple.

"Over the years we've tried to make sure our ads are really inclusive and are relevant to everybody. We know Australia is a multicultural country full of people from all walks of life and parts of the world," he said.

"We have to make sure the things we pick up on are relevant to everyone."

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Battling farmers -- including lamb producers -- are scrambling to rebuild, and Yardy said all Australians can do their bit to support them.

"The best thing we can do is buy produce from regional Australia and help tourism by returning to regional areas," he said.

"The life-blood in regional areas is what they produce."