Did you hear the one about the cows and the orchestra?

Ramsey Naja is chief creative officer at JWT MEA

“Apparently, you can make cows produce better milk by playing classical music to them. This is the kind of info that’s invaluable to anyone who works in dairy advertising. Indeed, you can see the headline from here: “We love our cows and it shows!” “Milk that’s music to your palate!” The trouble is, well, it would be a lie. You see, truth and advertising have always been strange bedfellows. In fact, you could describe them either as the best match since yin met yang or the kind of couple that makes a Hollywood marriage look like a model of stability. Indeed, in consumers’ minds, an advertising truth represents the kind of contradiction