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.... every year....yawn."
Maria is the head of written content for Plant Based News. Also a former magazine editor, newspaper reporter, and features writer. Her writing has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.
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