Milk brand Cravendale insists it's 'not milk' in this zany spot featuring cats, tennis players and a burglar

Hungry Man's Conor Byrne directs ad for W&K with message that it's 'filtered for purity'

Published On
Oct 24, 2019

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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.


Oct 24, 2019
Client :
Agency :
Wieden & Kennedy-London
Creative Director :
Joe de Souza
Creative :
Jake Attree
Creative :
Matt Callaby
Executive Creative Director :
Tony Davidson
Group Account Director :
Francesca Yeates
Account Director :
Charlotte Gunn
Account Manager :
Julia Fish
Planning Director :
Georgia Challis
Planner :
Vincent Johnson
TV Producer :
Amy Leach
Motion/Animation Designer :
Jon Harris
Business Affairs :
Jo Woodford
Production Company :
Hungry Man
Director :
Conor Byrne
Producer :
Jack Beardsley
Producer :
Tyler Byrne
Production Manager :
Lana Henry
Director of Photography :
Kit Fraser
Production Designer :
Sopo Kharebashvili
Editorial Company :
Editor :
Quin Williams
VFX Company :
Electric Theatre Collective
VFX Producer :
Elle Lockhart
Grade :
Luke Morrison
Service Production Company :
Sarke Studio
Line Producer :
Nikoloz Apriashvili
Mix Company :
Sound Design + Mix :
Parv Thind

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