Aussie javelin throwing extraordinaire, Kelsey Lee-Barber, has teamed up with her little brother to pitch Australian Beef in a new spot from The Monkeys.
The brand is a sponsor of Australia’s Olympic teams and the campaign comes just weeks before the highly controversial Tokyo games are set to commence.
The 30-second spot features Kelsey and her brother Greg locked in a battle, fork to fork, over who gets the last piece of beef at dinner. For Kelsey, the protein punch means world records and legendary status among Aussie sportswomen. For her more ambitious brother, the succulent cut means the high score on Dance Dance Revolution and fame and glory among the nerds at the local arcade.
The parents make the obvious choice and side with Greg.
“We know Australians take great pride in putting Aussie beef on their tables. Our partnership with the Olympic & Paralympic Teams allows us to put the nutritional benefits of beef on centre stage, and gives Aussies the confidence to feel good about eating this delicious meat. With its unmistakable flavour and superior quality, we’re proud our country produces some of the best beef in the world,” said Graeme Yardy, domestic market manager at MLA.
“We wanted to show in a fun way that the nutritional benefits of Australian Beef can help you be your best every day and it’s not just athletes that can benefit from that,” said Scott Dettrick, creative director, The Monkeys.
The ad launched across free to air and subscription TV nationally last night and will be pushed out across digital, social and retail OOH channels by UM, with the ad running on Channel 7 free to air, BVOD & Twitter for the Olympic and Paralympic Games. One Green Bean will be driving coverage for the campaign across earned media and owned social.
Client – Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Senior Brand Manager: Samantha Warfield Smith
Assistant Brand Manager: Krystina Batt
Creative Agency – The Monkeys, part of Accenture Interactive
Chief Creative Officer – Scott Nowell
Executive Creative Director – Vince Lagana
Creative Director – Scott Dettrick
Senior Copywriter – Harry Boothman
Senior Art Director – Brett Edwards
Managing Director – Matt Michael
Business Lead – Topher Jones
Senior Business Director – Anna Willis
Senior Business Manager – Mitch Bevan
Business Manager – Tasha Strachan
Head of Production/Senior Producer – Penny Brown
Integrated Lead – Tanith Williamson
Senior Print Producer – Matt Tilbury
EP/MD: Kat Aquilla
Music Composition: Haydn Walker
Sound Design: Simon Kane
Production Company: Revolver
Director: Trevor Clarence
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Producer: Alex Kember
DOP: Andrew Commis
Production Designer: Jon Dowding
Post Production: Vandal
Grade: Olivier Fontenay
Editorial: The Editors
Editor: Stuart Morley
Media agency – UM
Hayley Pyper – Senior Client Director
Shannen Clout – Senior Partnerships Manager
Josh Coles – Partnerships Trader
Marni Crutchley – Integrated Planning Director
Cameron Roberts – Connections Strategist Director
Maddison Thompson – Connections Strategist
PR Agency – One Green Bean
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