People are reportedly 'turning vegan' in response to how bad the latest Australian lamb advert is.
The advert by Meat and Livestock Australia [MLA], riffs off musical West Side Story (it is called Lamb Side Story) in its attempts to use satire.
It showcases two rival factions - the extreme right and left - who fight through song before finding common ground in a plate of lamb chops.
According to MLA’s Chief Marketing and Communications Officer, Lisa Sharp, the theme of the ad is 'unity'.
She said: "We are celebrating freedom of choice, freedom of speech and our nation’s ability to put aside our differences and join together over a lamb barbecue."
But the ad has come in for sharp criticism from social media users.
Australian Huffington Post writer Josh Butler tweeted: "I just watched the terrible lamb ad and I think I'm a raw vegan now."
Another user added: "After seeing the latest lamb ad I've decided to become vegetarian."
However one Twitter user thinks the brand has purposefully courted controversy with its ad, writing: "Ad designed to be controversial enough to get free coverage from the media while not going far enough to be pulled....