Created by: BNP
Launched: February 2001
The idea of this ad ­ the cows' milk is so good they want it back ­ is simple but effective. Menacing looks and James Bond-style antics from the real life cows ­ including scaling a building on a builder's hoist ­ as they outwit hapless shoppers brings a touch of humour to a mundane category. Milk hasn't had this much personality since the generic campaign of the 1970s which featured striped straw-wielding, milk-stealing, invisible creatures called Humphreys. It proves that categories seen as commodities still have room for brand differentiation.

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