But it’s not just Aussie funny bones being tickled. The judges of an international competition have been equally entertained.
The 2025 Summer Lamb campaign, The Comments Section, has won a Silver Lion at the Cannes International Festival of Creativity, marking the first-ever Silver Cannes Lions win in the Film category for Australian Lamb in the campaign’s 20-year history.
The Cannes Lions Festival, held annually in Cannes, France, is the world’s most prestigious celebration of creativity in advertising and communications.
This year, The Comments Section stood out in the Film/Viral Film category, earning a Silver Lion from a field of 1636 global entries, including work from some of the world’s most iconic brands such as Apple, Nike, L’Oréal, Adidas and Budweiser.
The Comments Section cleverly brought to life real Australian social media comments by reimagining them as a real-world cauldron of opinions, misunderstandings and cultural clashes.
The ad struck a chord with audiences by holding up a mirror to Australia’s digital discourse while reminding us that lamb is the ultimate unifier and brings us all together.
Meat & Livestock Australia’s Nathan Low said the annual campaign aims to articulate a cultural reflection of modern Australia.
“To see The Comments Section and Australian Lamb recognised on the global stage at Cannes Lions is not only a celebration of creative excellence, but a powerful endorsement of the authentic Australian cultural stories we aim to tell with the annual lamb campaign,” Mr Low said.
The Comments Section was one of only 15 campaigns globally to receive a Silver Lion.
Watch it here: The Comments Section – 2025 Summer Lamb Campaign
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