Episode
The Lamb Ad: Unpacking Australia's most anticipated ad of the year
- Podcast
- The CMO Show
- Published
- Mar 5, 2026
- Duration seconds
- 2619
- Processing state
not_requested- Canonical source
- https://www.thecmoshow.impactinstitute.com.au/episodes/the-lamb-ad-unpacking-australias-most-anticipated-ad-of-the-year
Actions
POST https://stenobird.com/v1/public/podcasts/the-cmo-show-1096466/episodes/the-lamb-ad-unpacking-australia-s-most-anticipated-ad-of-the-year/transcription-requests
Idempotently request low-priority transcript generation for this episode.GET https://stenobird.com/podcast/the-cmo-show-1096466/the-lamb-ad-unpacking-australia-s-most-anticipated-ad-of-the-year.md
Read the agent-friendly Markdown representation of this episode resource.
Summary
What does it really take to keep one of Australia's most talked‑about campaigns culturally captivating every single year? In this CMO Show masterclass, Nathan Low, CMCO at Meat & Livestock Australia, lifts the curtain on the annual Lamb Ad. It's a deep dive into the creative mindset of this enduring cultural moment. We get a behind the scenes look at the process, which starts well before a single line is written, scanning the cultural landscape to understand what fee ls big enough to bring people together . Nathan hints at the six‑month rhythm , from exploring broad cultural territories to pressure‑testing concepts and why the Lamb brief stays constant even as the culture shifts around it. And here's the paradox every marketer w ants to create : in a world where most consumers pay to skip ads, Australians still make time for this one , waiting for the drop each January, sharing it and, more often than not, helping it jump borders and make global headlines. That kind of anticipation doesn't come from media spend; it comes from culture, comedy and craft and from an organisation willing to back brave ideas , knowing "safe" ones would be risk ier. Listen in if you want to know how to evolve your brand's marketing without losing the core, how to balance instinct with just‑enough research, and how to turn a campaign into a national conversation people choose to watch. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au