This year, I’ll say the same thing. Very insightful for the current times we live in. The stupidity of the comment section is something we can all agree on. Unless of course, you are one of those people.
🎥 What marketers can learn from “The Comments Section” – 𝟮𝟬𝟮𝟱 Summer Lamb Ad
Australia’s lamb ads never fail to spark conversation, and “The Comments Section” is no exception. With over 3 million views on YouTube, this spot cleverly blends humor, cultural insight, and a touch of absurdity to deliver a powerful message: “We might not agree on much, but we all agree on lamb.”
Using the Beloved Brands ABCs framework, let’s break down what makes this ad a standout:
A: Attention
The ad grabs you immediately with its unique premise of personified online comments in a courtroom setting-an instantly relatable and current cultural metaphor. The creative execution and witty lines keep viewers engaged from start to finish.
B: Brand Link
The connection to lamb is crystal clear. By weaving the product directly into the story, the ad ensures that lamb isn’t just an afterthought-it’s the hero that brings everyone together. The payoff shot at the barbecue cements the link between lamb and unity.
C: Communication
The message lands beautifully. In a divided world, lamb becomes the unifying thread. It’s a simple, universal insight presented in a way that feels inclusive and joyful, rather than preachy or divisive.
S: Stickiness
The humor, cultural relevance, and memorable scenes-like the “How dare you!” comment coming to life-make this ad shareable and re-watchable. It sticks in your mind, ensuring lamb stays top of mind for Australians firing up their summer barbecues.
The result? A bold, timely campaign that not only entertains but also reinforces Australian lamb’s place as a cultural icon.
What do you think about the ad? Did it make you laugh, think, or crave lamb? Let’s have some fun, give me the dumbest comment you’ve ever seen on social media.
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