Australian Lamb: Make Lamb, Not Walls Essay

Advertising and particularly commercials represent an essential element of modern marketing. There is a wide variety of diverse
approaches and methods, which are implemented in order to provide effective commercials. As our society develops and
transforms, it may be necessary to modernize advertising approaches to produce relevant commercials. Some companies remain
neutral and prefer to avoid controversial dilemmas and social issues, whereas others try to raise significant social and even
political conflicts in order to win approval. Even though such social responsibility may represent considerable risks related to the
sensitivity of raised issues, it may also provide outstanding benefits in case of success. According to numerous sources, “being
woke” is becoming a more and more widespread business strategy. Large companies and small businesses implement the idea of
social justice in their advertising strategies more and more frequently. However, such delicate dilemmas frequently cause public
outrages if the issue is addressed inappropriately.

For example, Nike provided a series of successful commercials, which proposed social justice, whereas Gillette’s The Best Men
Can Be or Pepsi’s Kendal Jenner commercials resulted in public outcries. Australian Lamb, Make Lamb, Not Walls commercial may
serve as an example of a successful advertisement, which refers to a controversial political issue. The Greatest Meat on Earth
beef commercial may also appear to be successful and appropriate. However, the beef commercial does not rely on a relevant
socioeconomic environment; hence it is less engaging and less effective.

Both commercials target a similar audience. In general, they mainly target an average person watching TV. Therefore, these
advertising projects target both male and female viewers in the age range between 18 and 60. Nevertheless, there are significant
differences in the ways these commercials approach their primary target audience. The beef commercial may appear to focus
more on male consumers as the primary introduced customer is a young man. Lamb commercial tries to address all possible
groups of people as it shows how people of different ages and gender desire to taste their product. The advertising objectives of
the above-mentioned commercials appear to be similar. Both of them are produced in order to increase demand for introduced
products.

The “big ideas” of these two commercials are stated clearly. The big idea of a beef advertisement is that they produce the best
meat in the entire world. They proceed to compare their product to a wide variety of sights and events, which are commonly
acknowledged to be “the greatest” in the world. Humor also is a significant instrument of the commercial as it is filled with jokes,
irony, and exaggeration. The big idea of the lamb commercial is also focused on the product. Nonetheless, it refers to
considerably more relevant and important issues. The idea of unity and patriotism is used to enhance the idea of universal love for
the product. Lamb is introduced as a key element, which may be able to unite people of all ages and political opinions. Moreover,
political and social context is used in an exaggerated comic way to make the commercial entertaining.

The beef commercial may not serve as an example of a bad advertisement. It is well presented and has the proper structure. It
also uses diverse creative methods to attract more attention and make the product more appealing. However, it does not use
relevant context as a subsidiary instrument. As mentioned before, social, economic, and political aspects are becoming an
inseparable part of modern marketing. It may be possible to provide neutral advertisements, yet they are becoming less and less
competitive. Companies, which raise social issues, are more likely to attract the public. The beef commercial could address
emerging issues, which may not be directly related to their product but be significant for their targeted audience. Australian Lamb
took the risk and raised a relatively controversial problem. Therefore, their commercial is discussed on many levels, it is on the
news, and it gains a huge amount of feedback online. It represents a prime example of successful viral marketing. Furthermore, it
may be a coincidence, but the Australian Lamb commercial seems to mock the beef advertisement. In the beef commercial, their
product is pressed to be not “just a stake” but the best meat on Earth. Whereas at the end of the lamb commercial, it is said that
they did not create “the United States of Australia” but “just Australia” ZLoveOurLamb, 2021].

I believe that both commercials were relatively effective. I believe that the general consumer response for both of these ads may
be viewed as positive. Despite the fact that it may not be possible to call either of these two commercials a failure, and I
personally liked both of them, the Australian Lamb did a better job. Their commercial is mentioned in the media, it is viewed on
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 YouTube, and people discuss it on the news. The political context was appropriately used to enhance the effect of other
significant elements. Conclusively, I believe that using relevant controversial issues in marketing is becoming a new global trend,
which requires attention.

References
YouTube. Z2021]. Australian Lamb: Make Lamb, Not Walls. YouTube. Web.

YouTube. Z2019]. Mla Beef The Greatest Meat on Earth Tv Commercial. YouTube. Web.
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