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Deutsch/LA is launching new work for California cheese that features talking cows rather than the product itself.
The $17 million national effort, created for the California Milk Advisory Board, is being unveiled this week with two comical 30-second TV spots. A third spot will launch during the Super Bowl in January.
McCann-Erickson, San Fran cisco, handles media duties for the milk board.
“The thing that stood out most is we now have a campaign that focuses more on what’s in the cheese instead of the final product itself,” said Michael Freeman, director of advertising services for the San Francisco-based client.
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