Bringing a sunny splash to the dairy aisle

The fridges at W+K London have been stocked with a sunny crop of yellow-topped milk containers lately —  a departure from the expected blue, green, and red versions we’re used to choosing from for our midday cuppa. This splashy new addition promises BOB (“Best of Both”): a fat-free milk with all the taste of semi-skimmed. Who says you can’t have it all?

W+K’s newest 30” TVC for Arla celebrates BOB and a radiant new outlook on dairy shopping. Taking place in a town called “Compromise,” the ad follows the transformation of its inhabitants after they’re introduced to BOB.

Once drab, grey, and restrained, Compromise starts to look luminous and energised with the dazzling new dairy option to brighten up every bowl of cereal across town.

In addition to bringing a sweet smile to viewers’ faces, the launch of BOB is part of Arla’s drive to support farmer owners and innovate through its products. Give it a watch and keep an eye out for the yellow tops in your nearest supermarket. Compromise in the milk aisle is a thing of the past, and the world is sunnier for it!

When does advertising “go too far” in referencing art, culture, or sourcing inspiration? Who “owns” a creative concept, and is the very idea of such ownership productive and practical?

In the midst of Super Bowl season — when many of the world’s top agencies release a slew of virtually sure-to-be-seen TVCs — the BBC interrogated the topic of when advertisers “over[step] the mark — particularly when they reference the work of artists.”

It’s a contentious issue, to be sure, and our very own MD, Neil Christie, was duly asked to comment on the BBC story. “It becomes tricky where there are a few sources of inspiration, one of which might be something which was a similar concept to something that appeared in a piece of work by an artist,” said Christie.

This is but a sliver of the story, which you can read in full on the BBC website. Delve into the debate and comment below to share your thoughts.