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Waitrose's new TV ad includes footage recorded from a GoPro camera strapped to a cow.

Adam & Eve/DDB created the campaign to convince consumers about the ethical and healthy provenance of Waitrose products. The spot launches tomorrow (Friday) and will include footage of a Waitrose dairy farm in Newbury shot on the same day. It will be followed by a similar film shot on a Waitrose hen farm near Marlborough. The work was written by Miles Carter, art directed by Sophie Knox and directed by Wilkins & Maguire through Stink.