Arla-owned milk brand Cravendale takes the unusual route of declaring "it's not milk" in its latest work from agency Wieden & Kennedy London.

Well, actually it is milk, but it's milk that's been "filtered for purity" (and according to the press release, "Arla Cravendale’s lawyers have advised us to make it clear in all press releases that Arla Cravendale definitely is milk, just fresh milk that’s been filtered for purity.") 

That's the message it's trying to get across in this humorous spot, which features tennis players, a burglar, a Silicon Valley CEO and a cat with thumbs (a reference to previous Cravendale ads from way back in 2011) all insisting that "it's not milk."

Conor Byrne of Hungry Man directed the zany film. It's accompanied by a silly radio ad employing the talents of a speedy voiceover artist who goes back and forth discussing how Cravendale is milk, but not is not milk, also reciting some convoluted legal terms and conditions.