Richie Benaud replaces Sam Kekovich as face of Australia Day lamb campaign

WHAT’S Australia Day without a Sam Kekovich rant? We’ll soon find out as the outspoken Aussie is replaced as the face of the lamb ads this year.

WHAT just happened?

There will be no rant from Sam Kekovich this year - well, at least not one sponsored by the lamb people.

There’s a new face on the Australia Day lamb ads this year. And there are no mentions of any un-Australianisms. Or, mercilessly, that weird Barbie Girl parody.

Kekovich has been (sort of) replaced. By Richie Benaud.

The cricketing legend fronts a new ad from Meat & Livestock Australia (MLA) which sees him trying to organise a good ol’ Australia Day barbecue at his house. But this is where it gets weird – his guest list includes some famous figures from the past which has, well, expired.

But for the diehard Kekovich fans, don’t fret, he hasn’t completely disappeared. He pops up for a cameo. While he’s still officially the ‘lambassador’, it seems the organisation has moved in a different direction.

Kekovich’s ‘Address to the Nation’ ads had been a staple on Aussie TV screens since 2005.

The replacement of Kekovich was rumoured last year when MLA switched ad agencies from BMF to The Monkeys to handle its lamb campaigns.

But MLA denies it’s dumped Kekovich.

A MLA spokeswoman told news.com.au: “The 2015 work is an evolution of the iconic Australia Day lamb campaign, and sees Sam joined by Benaud to get Australians together over lamb on Australia Day. Sam is still our Lambassador and a core part of the campaign, this year was simply an opportunity to do something a bit different and bring national treasure Richie Benaud along on the meaty mission.”

The new ads will hit your TV screens this Sunday, January 11.