Arla Cravendale's spot is sure to send milk fans spiralling into an existential crisis.
The ad shows people drinking, well, "not milk", in a series of strange and completely unrelated scenarios. While a tennis player enjoys a mid-game "not milk" break, a Steve Jobs-esque entrepreneur promotes his exciting new product, fly-kicking the air and yelling: "It’s not milk."
As it turns out, Arla Cravendale is actually "fresh milk that’s filtered for purity". So just to clarify – not milk, but fresh milk. Groundbreaking stuff.
The campaign also includes a radio ad, which clarifies that Arla Cravendale is, in fact, milk.
It was created by Jake Attree and Matt Callaby, and directed by Conor Byrne through Hungry Man.