Addressing the generation gap has taken centre stage in Australian Lamb's new summer campaign, the latest creative motif cooked up by The Monkeys, part of Accenture Song.

The campaign premieres on 7 January and has been co-directed by Aimée-Lee Xu Hsien and Trent O'Donnell. It envisions a world where Australian generations from boomers through the Gen Z are separated by an impassable chasm. Left to their own devices, each generation has become the worst version of themselves - until a lamb BBQ appears to remind Australians of all ages they have more in common than what divides us.

"Pop culture would have us believe that the generations are practically different species. Apparently, Boomers are unable to master the basics of technology whilst Zoomers spend every waking moment making TikTok dances and Millennials spend too much on avo toast and craft beer," Domestic Market Manager at Meat and Livestock Australia, Graeme Yardy, said.

"But in reality, there's far more that unites than separates us, and that's what this year's Summer Lamb campaign is all about. Whether it's a love of our sporting heroes or our beautiful landscapes, the best of Australia always brings us together, and what better way to break down the generational divide than over an epic Aussie lamb BBQ - the ultimate unifier."

The Monkeys Creative Director, Scott Dettrick, pointed to growing differences in wealth, opinions, and ways of communication, making the generation gap in Australia feel wider than ever.

"The various frustrations this year have each generation throwing tropes around, looking for someone to blame. When you scratch beneath the surface though, it's attitudes, not age, that divide us," he commented. "Our entire creative process this year was a fun generational debate, and with multi-generational directors and editors on the films, it was all very method."

The full-length 3-min ad is set to premiere during the evening news on Seven and Nine on January 7. Following this, the campaign will be rolled out across free-to-air and subscription TV nationally. The campaign's reach will be extended across TV, online video, catch up TV, paid social, and retail OOH channels, courtesy of UM. The campaign will also be supported through key retail and butcher channel activation and integration.

In a first for One Green Bean, the campaign will also be amplified via a social-first content piece launching across owned and influencer marketing channels from January 15.