Cossette Quebec gets to the heart of butter

There seems to be a welcome outbreak of honesty among (some) advertisers – today we’ve had Gap tackling its issues head-on courtesy of Wieden+Kennedy New York and here’s another, From Cossette Quebec for Les Producteurs de lait du Québec (PLQ), hymning butter while acknowledging it had fallen out of fashion.

I must have seen hundreds of butter ads over the years but this is the first one I can recall that actually says what it is – churned cream.

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