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BC Dairy Foundation releases new ad

The BC Dairy Foundation has released a new 30-second cinema commercial called "Arm Wrestling." This is the first of three ads that will be released this year as part of the foundation's ongoing "Must Drink More Milk" campaign. The ads, aimed primarily at teenagers, make use of stop motion animation to demonstrate the consequences of not drinking enough milk. The campaign was developed by DDB Canada of Vancouver, with media buying handled by OMD Vancouver. "The new campaign has been positively received since it launched last June," said Dean Lee, creative director at DDB Canada. "It has generated a lot of discussion both on-and-offline amongst teens, and has helped grow the volume of milk sales in BC by nearly three percent."

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