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Wieden + Kennedy specializes in oddball characters whose very uncoolness—their out-of-time styles and behaviors—is what makes them cool. The agency perfected this approach for Southern Comfort with the beach guy and then the karate guy. And now, it's created something similar for a very different kind of beverage—Cravendale milk.
W+K London has done plenty of quirky ads for its British dairy client—most notably, 2011's "Cats With Thumbs" campaign. Now, a new 30-second spot introduces us to the Milk Drinker, a mysterious mustachioed character who's never without his cool tall glass of milk.
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