MEAT and Livestock Australia's 'Lambassador' Sam Kekovich gets 'Lambnesia' in this year's Australia Day lamb campaign.
Returning with his annual address, Sam suffers from Lambnesia causing him to experience symptoms which are unAustralian.
During a live weather cross with Channel 10 last week - a YouTube video was uploaded by the network - Sam appeared to be injured by a cricket ball.
But it seems it was all a stunt to set the scene for MLA's latest Australia Day lamb campaign.
With the advertisement unveiled today, Sam is seen sitting on a psychiatrist's couch with a head injury discussing his
'Lambnesia' which causes him to hallucinate about getting his fingernails painted, dancing Gangnam Style and rugby players in tutus.
Encouraging people to eat lamb because it is unAustralian, the ad campaign aims to send consumers to a website where they can participate in the National Lambnesia Test to identify if they are Australian or unAustralia.