The latest annual Australian Lamb summer ad is here, this time taking aim at one of modern life’s most divisive spaces – the online comments section.

This year’s ad, crafted using 100% real Australian online comments, showcases just how absurd digital debates can get, featuring everything from the perfect cuppa to some of the year’s most viral moments. The commercial imagines a world where these online personas are transported into a real-life comments section, injecting unwarranted opinions into everyday situations. What begins as a lighthearted discussion about dog grooming quickly escalates into heated arguments about AI and wind farms, as even the calmest personalities get caught up in the chaos.

Just as tensions reach their peak, Lambassador Sam Kekovich steps in, of course. With lamb cutlet in hand, he reminds everyone what truly brings Australians together – delicious Aussie lamb.

Humorously highlighting how trivial issues can divide us, the ad ultimately delivers a powerful message: stepping away from online debates and sharing a meal reminds us of the kindness, humour, and unity that define Australians.

Watch the long-form film via the Australian Lamb YouTube page or view the content at
australianlamb.com.au.