Australian Lamb releases annual summer ad in an effort to curb the bizarre world of the online comment section

Australian Lamb is on a mission to ensure Aussies “get out of the comments and into the cutlets” this summer, with the return of its annual summer ad ahead of Australia Day.

The ad takes aim at the online comment section by using “100 per cent real comments” written by Aussies throughout the year to highlight the absurdity of the internet.

The heated comments are transported into the real world, with scenarios like dog grooming, making a cup of tea, whether the world is flat or not and even Australia’s very own RayGun’s Olympic break dancing performance being targeted by bizarre statements people felt the need to share online.

But what might make many people do a double take, as they did online, is an AI image of none other than David “Kochie” Koch, who has in the past been a victim of fake ads using his likeness to scam people on the internet.

In the ad, comments about AI are highlighted when an image of buff Kochie on the beach is depicted weightlifting barefoot on the sand while people can be heard saying “I have a body like that” or another saying “looking good Kochie” despite the video being fake.

The ad keeps jumping from each strange scenario, highlighting the odd things people say to each other in the comment section like “you are a psycho” or “you suck”.

But just when things seem to get truly heated between those commenting, Lambassador Sam Kekovich gives some sage advice with a cutlet in hand.

“C’mon everyone, get out of the comments and into the cutlets,” he said.

“Just eat some lamb.”

Meat and Livestock Australia marketing and insights general manager Nathan Low said the ad aims to remind Aussies they’re better together around a barbecue instead of sharing their grievances in the comment section.

“When you delve into the world of online commentary, it would leave you thinking Aussies are at each other’s throats, no matter how trivial the topic,” Mr Low said.

“But in real life, we don’t treat each other like that.

“The Summer Lamb campaign is an irreverent reminder that Australians are always at their best when we’re united, and there’s no better way to bring everyone together than an epic Aussie lamb BBQ.”