Ad of the Day: W+K Dreams Up Another Quirky Ad Hero, the Cravendale Milk Drinker

A man out of time

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.

The ad, shot by Riff Raff directors Canada, broke Saturday during Britain's Got Talent.

The goal is to communicate the premium quality of Cravendale milk and encourage milk drinkers to choose Cravendale as their milk of choice. But the agency admits the character is a departure for the category.

"It's unusual to see a grown man drink milk, so that's why we created The Milk Drinker—a man who's not afraid to make a statement, especially if that statement comes in the form of a long, cold glass of Cravendale," says W+K copywriter Thom Whitaker.

The Milk Drinker is a described in the ad as a "modern-day enigma" and a "connoisseur of the cow." He's also a bit reminiscent of the Dude from The Big Lebowski, another guy known to carry around glasses of white refreshment—though the Dude's preferred drink had more of a kick, of course.

The campaign also includes a giveaway of special milk glasses.

CREDITS

Client: Arla Cravendale

Brand Managers: Vicky Smith, Claire Mackintosh

Project: The Milk Drinker's Milk

Agency: Wieden + Kennedy, London

Creative Directors: Larry Seftel, David Day

Copywriter: Thom Whitaker

Art Director: Danielle Noel

Executive Creative Directors: Tony Davidson / Iain Tait

Agency Executive Producer: Danielle Stewart

Group Account Director: Katherine Napier

Account Director: Lucy Crook

Account Manager: Alex Allcott

Head of Planning: Beth Bentley

Planner: Tom Lloyd

TV Producer: Emily Rudge / Helen Whiteley

Production Company: Canada London / Riff Raff

Director: Canada

Executive Producer: Oscar Romagosa, Matthew Fone

Line Producer: Cathy Hood

Director of Photography: Arnaud Potier

Editorial Company: Trim

Editor: Dominic Leung

Post Producer: Jemma Daniel, Harriet Cawley

VFX Company: MPC

VFX Producer: Anandi Peiris

Mix Company: 750mph

Mixer: Sam Ashwell

Music Company: Woodwork Music

Composer: Philip Kay