Cravendale spot stars a handlebar-moustached heavy (milk) drinker

A moustachioed man resembling a cross between one of the 118 118 runners and Jon Voight in 'Midnight Cowboy' is the heavy-drinking hero of an ad promoting not a whisky or spirit but Cravendale milk.

Cravendale: its latest ad depicts the heavy-drinking 'Milk Drinker' in a pub
Cravendale: its latest ad depicts the heavy-drinking 'Milk Drinker' in a pub

The protagonist is seen looking out of place in various situations in a provincial-looking UK setting, attracting bemused looks from the normal people around him. He is described by the gravelly voiceover as "a modern day enigma" and a "connoisseur of the cow".

At one point he is seen drinking alone at the bar of a pub (aptly named 'The Bull'), with his glass of white stuff. "His drink is Cravendale," viewers are told.

The on-screen action is accompanied with a musical score that conjures seedy Americana.

Brand: Cravendale

Agency: Wieden + Kennedy London


What marketers can learn from Kim Kardashian (there are some learnings, honest)

Forget about ecommerce, the future lies with brand commerce

Subscribe to Campaign from just £37 a quarter 

Get the very latest news and insight from  Campaign with unlimited access to


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Job description: Digital marketing executive

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published