Australian Lamb wrote its ad with 100% real toxic comments

Lamb is a small player in Australia's fresh meat market, dwarfed by chicken and beef: Australians buy fresh meat 46 times a year but lamb only 8. Lamb is also the most expensive meat, and younger Australians were being squeezed by a cost-of-living crisis.

The long-term 'unity' strategy behind the lamb brand was to satirize what divides Australia and resolve it at a BBQ. This year it aimed at the comment section — the exaggerated division and vitriol of online forums.

The move: use real comments, sourced from real social media and forums, as the actual script. The team gathered thousands, then curated and wrote the funniest into a three-minute narrative. Commenters are shown as people in bleachers sniping at each other, then brought together by a lamb BBQ.

Because the lines were real, the writing and production took over six months and couldn't be improvised on set. The payoff was cultural resonance: 700+ articles and 180 million opportunities to see, extending the idea into OOH and TV.