HOT SPOT: CALIFORNIA MILK ADVISORY BOARD

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The California Milk Advisory Board pokes fun at Wisconsin cheese in one spot in its latest renditions of the "It's the cheese" campaign created by McCann-Erickson Worldwide, San Francisco.

In a spot called "Fish Story," an angler claims that the biggest fish are caught simply using California cheese, while a tiny one was baited with a product from out of state. The spot, along with one spoofing a snooty hostess who claims to have known Monterey Jack personally and one with a newcomer from Alabama, will break in mid-July during the Olympic Games coverage.

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