A new ad from U.K. cheese brand Cathedral City, which sets out the unspoken "rules of cheese," will strike a chord with anyone who has a sneaky love of the yellow stuff.
They include: swiping the last bit of cheese that's too small to grate, watching bubbling cheese under a grill, eating the crispy bit of a lasagna before it's served to the family and surreptitiously returning to the cheese board at a party.
There's no doubt that cheese lovers will have guiltily experienced at least one of these moments, humorously documented here in a spot directed by Outsider's Chris Balmond for Grey London. The tagline is: "Love Cheese? Welcome to the Club."
The campaign by the Dairy Crest-owned brand also includes the launch of a Facebook app for cheese lovers. You can immortalize your face in a grilled cheese image, or take a quiz about your cheese habits to win a year's supply of Cathedral City Mature Cheddar.