Things are pretty bleak up in Canada these days, judging by this dark and moody spot from BBDO Montreal for the Quebec Federation of Milk Producers. In it, we see Canadians silently savoring any hint of light in their dreary landscape—a ballerina's dress, a grandpa's birthday cake; a ghostly white horse reverse commuting. In the end, we see a girl settling in with a big glass of milk, which is positioned as "a natural source of comfort." The spot was directed by Yves-Christian Fournier, who knows the material pretty well, having just made an indie film about teen suicide. Of course, if milk doesn't cheer these people up, they have a wide array of other beverage options.
—Posted by Tim Nudd