D’Arcy gives St Ivel light touch

D’Arcy has created a new TV campaign for low-fat spread St Ivel Gold. The &£5m campaign, with media through BMP OMD, was shot in New Zealand and features ‘floating’ cows. Three new ads are set on Gold Farm, an idyllic English farm set in rolling countryside. In the first execution, which breaks on April 19, a farmer winches a floating cow – tethered by rope to the ground – down from the sky for milking. The image of floating cows was created using the latest computer technology. The ad ends with the strapline: ‘St Ivel Gold – the low-fat spread made with low-fat milk.’ Tony Lucas, St Ivel spreads marketing director, says: “The new ad is a charming and humorous way of communicating the values and benefits of St Ivel Gold.”