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Pilgrims Choice's fantastical TV ad blends live performance, puppetry and CGI to recreate a person's real dream, which was one of many sourced from cheese lovers across the UK.

Created by Above & Beyond, the film shows a dreamer whose arms grow incredibly long and reach to a restaurant in the sky, where a pirate with a sock beard sits before a cheesy feast. The idea for the campaign came from research into naturally occurring amino acids in cheese, which indicates that eating cheese at night can lead to vivid and unusual dreams. The film was directed by Joseph Mann through Blinkink.