Is the Moon Really Made of Cheese? New 'It's the Cheese' TV Commercial Debuts During Super Bowl

http://nt.excite.com:80/news/bw/990128/ca-milk-advisory-board

MODESTO, Calif. (BUSINESS WIRE) – A new “It’s the Cheese” television commercial, with a distinctive lunar look, will debut during Super Bowl XXXIII.

A humorous retelling of the NASA moon walk, the creative spot shows an astronaut returning to the lunar landing module. He reports back to mission control with disappointment that while the moon really is made of cheese, it is not as good as Real California Cheese. Produced for the California Milk Advisory Board (CMAB) by McCann-Erickson, the innovative spot features actual footage from the 1969 Apollo II moon walk with astronaut Neil Armstrong. The original footage is accompanied by new cut-in dialog complete with voice transmission delays, static and beeps similar to an actual space mission broadcast. The $400,000 advertising blitz will air during Super Bowl broadcasts on Fox affiliates in 10 markets in California and in Denver.

The commercial is part of the California Milk Advisory Board’s highly successful “It’s The Cheese” advertising campaign which has received several national and international advertising awards for the campaign’s creative excellence. Consumer awareness of Real California Cheese advertising has doubled since the campaign began, with 8 out of 10 California consumers indicating awareness of the ads. Established in 1969, the CMAB is headquartered in Modesto, and is the largest marketing board in the Western United States, serving more than 2,300 dairy families.

Under the dairy umbrella, the CMAB executes generic advertising, retail and food service promotions and milk quality improvement and research programs on behalf of California dairy products, including Real California Cheese.