Created by Karmarama, the spot, called "well chosen" shows factory workers celebrating a shopper’s cheese purchase by dancing.
For the brand's "choose a choon" campaign, viewers can vote for one of eight selected tracks – metal, house, French, jazz, pan pipes, didgeridoo, whale song, or no music.
The viewers who select the winning track are then entered into a lottery to win a year’s supply of Pilgrims Choice cheese.
The ad was created by Rich Connell and Clem Woodward and directed by Guy Manwaring through Sonny London.
Sam Walker, a group executive creative director at Karmarama, said: "We’ve tried to create a campaign that goes against all of the conventions of twee cheese advertising."
The ad launches on June 1 and will run initially with a chosen track with the public’s most popular choice put into use on the fifth week of the campaign with 30- and 40-second versions of the ad.
Mike Harper, the director of marketing at Adams Foods, said: "We pride ourselves of being the category’s true challenger.
"It’s why we worked with Karmarama to move to a new model of activity, which runs across multiple touchpoints, from TV through to social content."
Karmarama won the Pilgrims Choice ad account in 2011 after a pitch. The brand had previously worked with WFCA Integrated from 2006 to 2009 and Beta for a project.