SOME sheep producers have expressed concerns about Meat & Livestock Australia's decision to release its annual summer lamb ad on January 27, rather than in the lead-up to Australia Day.
Sheep Producers Australia acting chief executive officer Stephen Crisp said his organisation had fielded calls from members wondering why the MLA lamb ad hadn't appeared on their television screens in the lead up to Australia Day.
Mr Crisp said MLA had decided to delay this year's campaign because of the bushfire crisis.
This year's ad 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.
Read more here or watch the video below.