Pick of the day: Australian Lamb.

Image credit: Australian Lamb

Insights are the king, queen, and backbone of advertising.

Because there are three ways to do things: the right way, the wrong way, and the meaningful way.

In this case, instead of simply communicating a product or service, the brand and agency decided to do something different: look at the people and fcking entertain them.

Observing your audience (and future audience) and weaving them into your communication has always been done—and then forgotten—and then rediscovered.

So, what’s the takeaway? Let’s keep doing it. Let’s work with insights that make us feel seen and create ads that entertain people. Because honestly, what else is advertising for?

This is a people-centric ad—not because it shows people but because it’s made out of what happens to people.

This is a 3-minute-15-second ad that you don’t want to end.

And the algorithm? The product in the first 10 seconds? The logo at the beginning?

Probably sitting in a desk drawer next to all those recommendations from social media platforms and bad branding gurus.

Cheers—and enjoy this love letter to advertising.

Agency: Droga 5

Client: Meat & Livestock Australia