Index
Eras of the campaign
Five phases across 2005–2026, from the mock-nationalist Kekovich monologue to the self-aware platform critiques of the 2020s. Each era page collects the advertisements it contains.
- Era 1 — The Kekovich Doctrine 9 ads
- 2005–2013. The founding era: Sam Kekovich as the mock-nationalist 'Lambassador', delivering bombastic state-of-the-nation addresses from a fixed desk.
- Era 2 — Transition and Expansion 3 ads
- 2014–2016. The single-speaker monologue gives way to the ensemble; the cast broadens; the tone warms; 'You Never Lamb Alone' is introduced.
- Era 3 — Platform Advertising and Social Debate 3 ads
- 2017–2019. Political and social division becomes the explicit subject matter, not merely the context: religion, the culture wars and trans-Tasman rivalry.
- Era 4 — Division, COVID and Reunion 3 ads
- 2020–2022. The pandemic literalises division as the enemy — digital isolation, then physical walls between states — and communal eating as the remedy.
- Era 5 — Social Fragmentation and Platform Critique 4 ads
- 2023–2026. The campaign turns on its own founding premise: 'un-Australianism' is satirised as the problem, and division is now something Australians inflict on themselves.