Cravendale set the bar high with its ‘cats with thumbs’ push, so it’s pleasing to see a similar amount of effort invested into its replacement.

Its new – animated – ad tells the story of Barry the Biscuit Boy. The unnervingly fragile-looking cookie skips past his parents and heads to a lake (of Cravendale milk) to bathe. And we all know what happens when a biscuit is dunked in milk for too long…

The concept echoes both the imagination and the humour of the thumbcat ads, beautifully capturing the Grimm darkness and visual lushness of many a fairy story. The Tiger Lillies’ musical narration – in a ludicrous falsetto – is a further delight.

It’s another hit for Cravendale – and there’s even a happy ending for feckless Barry.

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Mark Dishman

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