This year's long-awaited Meat & Livestock summer lamb advertising campaign pokes fun at the nation's obsession with screens, social media and selfies.
The campaign was inspired by the Facebook/Cambridge Analytica scandal where personal data was used without consent.
The ad revolves around an elite research team from "Lambalytica" who disrupt people's devices to get them back into the real world and talking face-to-face.
From a couple who spend more time looking at their phones than each other, to a teenage gamer glued to the television, Lambalytica taps into the phones of unsuspecting Aussies to unite them over a massive lamb barbie.
Ironically MLA has copped a hammering on social media from lamb producers wanting to know why this year's campaign wasn't launched before Australia Day.
Those same critics may not be delighted with this year's ad because it lacks the controversy and political incorrectness of campaigns in the past, particularly those fronted by former AFL star and media commentator, Sam Kekovich.
Kekovich features only briefly in this year's campaign in an animated cameo.
MLA domestic market manager, Graeme Yardy, said this year's campaign would again build on a topical issue while showcasing quality Aussie lamb.
"As a brand, Australian lamb is famous for unity. In this digital age, we wanted to show how Lamb could disrupt social media, peel people away from their screens and get them together over a tasty meal," Mr Yardy said.
"Our consumer insights show us lamb is the meal that Australians love to come together over and share. The campaign is focused on reminding consumers of the great opportunities to enjoy high quality lamb with family and friends this summer.
The ad aired on free-to-air television and Foxtel on Monday night and the campaign will be pushed out across digital, social media and radio.
The story MLA dumps political incorrectness in this year's summer lamb campaign first appeared on Farm Online.