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Workers in a Pilgrims Choice factory celebrate every time someone buys their cheese by dancing to some heavy bass music.

Pilgrims Choice is adding an interactive element to the campaign by inviting viewers to visit its website and choose a more fitting soundtrack for the ad. On the fifth week of the campaign, the brand will run the original spot with new music, and the viewer who picked the track will get a year’s supply of cheese. The work was created by Rich Connell and Clem Woodward, and directed by Guy Manwaring through Sonny London.