The 40-second launch ad will continue to embody the feel-good energy established in the "Lead a Muller life" brand proposition, launched by TBWA\London in 2005. The ad opens on a fairytale valley scene where a 100-year-old man is cradling the youngest of the lid lickers. The centenarian looks up and asks, "Do you lick the lid of life?" as we see some of the younger lid lickers answering "I do" and "me too". The lid lickers are seen in chronological order, winding through the valley in a line as they all say, "there's 100 of us". As the ad travels through the valley scene the lid lickers spread their message of positive eating and their passion for yoghurt.