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Cravendale's new TV spot is a bit different.

Or, rather, it’s a bit different to the dairy company’s previous work but not so different to what many other brands are doing at the moment. The ad, created by Wieden & Kennedy London, introduces us to The Milk Drinker – an urban cowboy type who always has a glass of the white stuff in his hand. The Milk Drinker is smooth in the extreme and does improbable things with an air of nonchalance: a mould that has become hugely popular since Old Spice’s Isaiah Mustafa first appeared. The work was created by Thom Whitaker and Danielle Noël, and directed by Canada through Canada London and Riff Raff.