Meat & Livestock Australia (MLA) has launched a new brand campaign for Aussie Beef, created by The Monkeys, part of Accenture Song, and directed by The Sweetshop's Damien Shatford.

The campaign includes two films that showcase the lengths Australians will go to for Aussie Beef. The films feature an executive chef and a ship's captain making remarkable decisions due to the appeal of Aussie Beef. The campaign builds on 'The Greatest' platform with a new brand world for Aussie Beef.

The campaign will launch with 30-second TV spots, alongside 60, 45 and 15-second online versions and out-of-home (OOH) advertisements. The Monkeys Chief Creative Officer, Tara Ford, stated that the campaign aims to demonstrate the desirability of Aussie Beef in a sophisticated yet entertaining manner. The TV spot for the campaign will go live from 27 October.

"It's clear that Aussie Beef is in a league of its own when it comes to desirability for consumers. Aussies have a strong affinity for the sensorial experience of consuming Beef, knowing that nothing else quite delivers the same level of satisfaction – it's a choice you can always feel great about, a sentiment heavily emphasised in this campaign." said Nathan Low, General Manager, Marketing and Insights, Meat & Livestock Australia.

"We were tasked with demonstrating just how desirable Aussie Beef is to Aussies in a sophisticated fashion, without sacrificing entertainment. This campaign sets out to do just that. Both spots are gorgeously crafted moments of delicious stupidity, and we couldn't be prouder of them," added Tara Ford, Chief Creative Officer, The Monkeys.