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New Masters milk ad from National Foods


FMCG marketer National Foods has released a new television ad for Western Australian flavoured milk brand, Masters Iced Coffee.

The latest TVC is an extension of its campaign using a cast of ‘cow characters’.

The new campaign follows the recent awarding of the brand to the agency Young & Rubicam Adelaide who also looks after the South Australian brand Farmers Union Iced Coffee.

The new campaign is aimed at leveraging the Masters’ brand’s status around the state, according to the agency.

The latest commercial is the next instalment in a long-running series of Masters TVCs that feature a cast of ‘cow-characters’. Each of the Masters cows is played by an actor performing in an over-sized, caricature, furry suit, and represents a different flavoured milk.

This one features the cows playing the parts of car mechanics at a garage called ‘Cowboys & Engines’. However, a customer arrives with engine problems, and the cows’ loyalties are sorely tested when they recognise that the car’s leather interior used to be one of their mates.

The cows are unwilling to help the customer—until bribed with the offer of a stack of Masters Iced Coffees. The ‘black’ humour continues with the cows agreeing that their mate makes a much better car seat than he ever did a mechanic. The ad concludes with the traditional endline: Make Mine A Masters.

Credits: Agency Young & Rubicam Adelaide, creative directors Adam Francis and Andrew Foote, art director Carl van Wijk, copywriter Craig Jackson, agency producer Leigh Beissel, director Matt Palmer through Nylon Films (Adelaide)/Flying Fish (Sydney), producers Vicki Niehus and Paul Freedman, editor Marty Pepper through Oasis Post.


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