close to the product and those who make it and find what is important to selling it in that space. I think both succeed in the "cut-through" department. The Yeo Valley was hugely popular and lots of people remember the Devondale ads. Whether the cut-through of either actually leads to increased product sales is a completely different question. 5 days ago Linus Bowden management consultant (logged in via email @gmail.com) I'd feel more comfortable knowing my dairy was being produced by the cast of "Greenacres" than the cast of "Big Bang Theory". 5 days ago Dale Bloom Analyst (logged in via email @mail.com) That is an interesting issue. Australian dairy farmers are planning to export more to Asian countries. However, the current ads from Devondale depict Australian dairy farmers as being dumb and stupid, but such feminist portrayal of men may not be suitable at all in more high tech environments in Asian cities. If feminism enters more into advertising our exports, such exports could dramatically decline. Lauren, I take your point. It is us, the consumers, who respond or not to ads. If we did actually care about the captive farmers as much as the captive cows, chooks, geese, lambs, whatever, we might be more discerning consumers of advertising. Now that word captive sounds a bit out of place alongside farmers, but there are mortgages, agribusinesses, and tenancy arrangements which all come into play - not to mention single channel marketing deals with supermarkets (duopoly) and, previously in some