Gitam/ BBDO, Israel's largest ad agency, filmed the commercial-for Tnuva milk-after months of preparation. It starred Mir crew commander Vasily Tsibliyev, who drank the milk on location . . . in space.
The spot tells the story of a Russian cosmonaut who, while in space, yearns for the taste of fresh milk and, after extensive testing, the Mir ground crew sends a container of the Tnuva "long-life" milk to the space station by rocket.
Isaac Lidor, president of Tnuva Milk & Dairy, said the spot shows the milk's high standard of quality, as the product had to go through the rigorous tests all food products go through before being sent into space. In order to pass these tests, the milk had to be completely free of bacteria.
Gitam/BBDO and Yom Tov Productions took nine months to plan the 90-second commercial, which reportedly cost $450,000.
The scene in the space station with Mr. Tsibliyev drinking the milk was filmed by flight engineer Alexander Lazutkin with a camcorder, while he received instructions from the commercial's directors-the first time a film director from Earth has directed cosmonauts via two-way satellite communication in real time.
150 RUSSIAN EXTRAS
Another part of the commercial was filmed at the Mir Control Station, and the station laboratory, and used 150 Russian extras as well as featuring Valeri Poliakov, a former cosmonaut.
Tnuva is Israel's largest food marketer with 1996 sales of $1.7 billion. Its