Apparently lamb can turn even the toughest fellow a bit soft, according to a new campaign for Meat & Livestock Australia. The ad sees a burly bikie embracing his maternal instincts after preparing a roast lamb for his fellow bikies.

The 45-second spot was created by BMF and aims to address the perceived lack of time people have for cooking a traditional lamb roast on Sundays. The spot promotes smaller roasts that can be cooked in 30 minutes.