Index
Humour and technique
The comic machinery of the campaign: hyperbole, mock-serious delivery, escalation, wordplay, and the warm communal resolution that follows the satire.
- Escalation and absurdity 11 ads
- A scenario begins plausibly and escalates through internally coherent steps to a visual or logical extreme.
- Hyperbole 16 ads
- A wildly disproportionate claim delivered in the flattest possible register, as if self-evidently true — the campaign's foundational comic engine.
- Jingoistic caricature 8 ads
- Australian nationalism exaggerated to visible absurdity, so the caricature reads as satire rather than sincere expression.
- Mock-serious delivery 15 ads
- Formal settings and official gravitas applied to trivial, absurd or domestic content — the recurring visual language of seriousness being punctured.
- Topical reference density 14 ads
- Packing each ad with as many references to the previous year's events as possible, creating the feeling that this is about right now.
- Warm ensemble resolution 12 ads
- After the satire accumulates, the resolution releases it through a sincere image of people eating lamb together — the campaign's least ironic moment.
- Wordplay and puns 9 ads
- Language comedy built on double meanings around 'lamb' and 'chop', committed to fully where a more self-conscious campaign would abandon it.