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Cravendale’s surreal new TV spot tells the story of a boy made of biscuits who comes a cropper when he spends too long swimming in a lake of milk. The ad, by Wieden & Kennedy London, uses computer graphics, stop-motion and puppetry to create Barry’s world. It will be supported by digital, print and social media activity, while Cravendale has also created new packaging for its products. The work was written by Max Batten, art directed by Ben Shaffery and directed by Andrew Thomas Huang and Joseph Mann through Blinkink.