Ben Amos’ Post

Why the 2025 Summer Lamb Ad is Breaking the Internet Once again, the team behind the 2025 Summer Lamb Ad has proven why bold, creative storytelling wins hearts and headlines. This year’s masterpiece is not just an ad—it’s a cultural commentary wrapped in humor, nostalgia, and an unapologetic love for connection. It’s making waves because it dares to tackle timely themes with wit and charm, reminding us all that a good laugh (and a lamb BBQ ) can bring people together. What makes it unusual? 👉 It pokes fun at societal norms with satirical finesse. 👉 It celebrates unity in a time when the world feels divided. 👉 And, as always, it balances over-the-top creativity with relatable, Aussie warmth. Take notes, marketers: This is how you do storytelling that sticks. Ajmal Shaikh MUKUL RAUT Fayzad Wadia Gera Attul Sreenath Samya Dutta Bhavik Doshi Varoon Shenoy Tabish Shaikh Imran Khan Sayyed Arshad Ali Neha M Dhanani Sandy Kamboj Gurinder Singh Kamboj #CreativeExcellence #2025LambAd #asifakbar #StorytellingDoneRight #AdvertisingInsights #BoldIdeas

✴️ The 2025 #AustralianLamb ad is more than just a commercial—it’s a masterclass in #marketing! 🔥 This year’s campaign, "The Comments Section," brilliantly satirizes online debates by bringing real internet #comments to life. The ad humorously highlights how trivial digital arguments would sound in real-world interactions, reinforcing a powerful message: let’s step away from online chaos and come together over a lamb BBQ. 🍖 📌 Key Marketing Takeaways: ✔️ Cultural Relevance – Taps into the universal experience of online arguments, making the message instantly relatable. ✔️ Humor & Virality – A witty and exaggerated take on social media behavior increases shareability and engagement. ✔️ Authenticity – By using real online comments, the campaign connects deeply with digital audiences. ✔️ Emotional & Social Appeal – Encourages real-life connections, perfectly aligning with the brand’s identity. 🎯 Marketing Win: This ad positions Australian Lamb not just as a product but as a symbol of unity and community, leveraging humor and social insight to make a lasting impact. 💬 What do you think? Is this one of the smartest ads of 2025? Drop your thoughts in the comments section—just don’t start a debate! 😉👇 #MarketingStrategy #Branding #Advertising #ViralMarketing #AustralianLamb #TheCommentsSection #SocialMediaTrends

Oh, us humans… Social media is often place where people let off steam—a space filled with noise, dirt, and chaos. But what happens when those unfiltered comments are brought to life? The new Australian Lamb Company campaign by Droga5 transforms social media comments into the physical world. Perhaps the 'dirt' gravitates toward certain platforms more than others. However, what I’ve observed as a brand marketer—and what we’ve seen together with Marianna Vento through our employer branding-related employee advocacy program—is quite the opposite. Employees share deeply personal, thoughtful, and touching posts that inspire positive, encouraging, and uplifting reactions and comments. But this ad, it goes beyond the obvious. It’s a layered storytelling that holds your attention for over three minutes. The art direction fully supports its message—those translucent, glacier-like tones create a dreamlike atmosphere, yet the scenes are uncomfortably real. This visual tension perfectly mirrors the campaign’s deeper truth, forcing us to self-reflect. As marketers, we’re constantly walking this fine line—bringing authentic stories to life in ways that resonate, provoke, inspire, and (if we’re lucky) make people pause to think. And this ad delivers. As Andrew Tindall points out: "System1 tested the last few lamb ads with hundreds of Aussies, measuring how they feel. This year’s is the best in years at putting on a show, making people laugh, and leaving them feeling great." Mastering the art of brand marketing truly is a superpower. The ads conclusion is: everyone's a lot nicer in real life. I believe so. Real is out there, right mr. Antti Rastivo? PS. And please only nice comments :) https://lnkd.in/dzavZ9CK

🌏🇦🇺 Celebrating Creativity: The Australian Lamb Ad 2025 🇦🇺🌏 Just watched the latest Australian Lamb ad, courtesy of Fiona Naughton, and I must say, what a masterfully crafted campaign! 🐑🔥 From start to finish, the ad captivated me with its whole premise. It's refreshing to witness a brand embracing its role beyond just a product, serving as a cultural bridge, a conversation starter, and a unifying element. The storytelling is precise, delving into themes of identity, global connections, and unity in a distinctly Aussie manner (as shared by my Aussie friends). The humour hits the mark, the messaging is bold, and the execution exudes warmth, leaving a constant smile on my face. This is a prime example of transforming a basic product into a brand with meaning, significance, and cultural impact. What sets this campaign apart is its ability to resonate widely while staying rooted in Australian heritage. It's not merely about selling lamb; it's about celebrating laughter and the simple joys that unite us all. Kudos to the team at Droga5 ANZ for this ad—it serves as a testament to the power of advertising to foster connections, ignite discussions, and cultivate a sense of unity in a sometimes divided world. If you haven't caught it yet, do yourself a favour and give it a watch. Trust me, it's time well spent. 🐑🇦🇺✨ Curious to hear your thoughts—did the ad strike a chord with you like it did with me? Let's engage in the comments below! 👇 #AustralianLamb #CreativeMarketing #AdvertisingDoneRight

Good advice here.

If an ad doesn’t attract non-customers, is it a good ad? I read this news suggesting that John Lewis Campaign is 'Failing to Land' with non-customers. It made me reflect. When viewers skip at 14 seconds, the first 13 seconds must work extra hard to achieve the objectives. This article from Marketing Week (may be paywalled) made me rethink how important it is to attract non-consumers with ad campaigns. (Here is the link to the article: https://lnkd.in/gHnZnNhX) Applealing to new / non users is critically important for major brands. Here is my reflection 1. The article cites latest data revealing an interesting trend: while John Lewis’ recent ad campaign is resonating well with existing customers, it’s struggling to connect with those unfamiliar with the brand. 2. Despite reviving its famous ‘Never Knowingly Undersold’ price pledge and releasing a new TV ad as part of a Christmas trilogy, the retailer faces challenges in attracting new audiences. 3. A survey showed that an “encouraging” number of people watched the entire ad, titled ‘The Window’. However, on average, viewers tended to skip at around 14 seconds. The short-term sales effects are consistent with John Lewis’ previous Christmas campaigns. 4. Interestingly, current John Lewis customers responded much more positively to the ad compared to non-shoppers. Awareness is step one in predisposing people to a brand. That’s why mass advertising is critical. If an ad goals to appeal to non-consumers, can it be considered a good ad? What do you think? #Marketing #Advertising #Retail #strategy #training Nicholas Di Cuia

Rise and Shine community! 🌟 My latest deep-dive reveals hidden layers of sports strategy, showcasing game-changing plays! Expect intricate analyses in my columns & vivid stories in carousel form. Dive in: 🏈💡📊 [Insert image from link] Stay tuned, stay informed! #SportsStrategy #GameChanger #Journalism (Note: Since I cannot create actual images or carousels in this text format, the instruction to "insert image from link" is a placeholder indicating where an image should be included in an actual LinkedIn post.)

Back to School Vibes in the Ad World! 📚 As students return to school this week, there's a powerful lesson brewing not just for them but for the ad industry too. 🎒📖 Frances Ralston-Good, our Global Chief Operating Officer, speaks to The Drum about how, in this fast-paced world, it's time to channel our inner student. Read the article here 👉 https://lnkd.in/dx4KQFaq #BackToSchool #Advertising #BreakthroughForBrands #NewCommunicationsEconomy

At FVM, we’re always looking for the SMIT: the “single most important takeaway.” It’s about defining what the audience needs to hear, not listing everything a client wants to say. Because once we know the SMIT, we can make sure our creative sticks. Learn about this approach now: https://bit.ly/3ASGwbB

Back to School Vibes in the Ad World! 📚 As students return to school this week, there's a powerful lesson brewing not just for them but for the ad industry too. 🎒📖 Frances Ralston-Good, our Global Chief Operating Officer, speaks to The Drum about how, in this fast-paced world, it's time to channel our inner student. Read the article here 👉 https://lnkd.in/eRcq6Uem #BackToSchool #Advertising #BreakthroughForBrands #NewCommunicationsEconomy