One of the most watchable advertising campaigns on British television at the moment is for Cravendale milk. Orchestrated by Wieden + Kennedy London this is the one in which the near hysterical cyclist, pirate, and cow charge around in search of the last drop of milk. The techniques used appear to be an eclectic mix of digital, clay and stop frame. Although the Milk Matters site is itself lively enough, the agency also designed an interactive microsite that went on-line on 3rd September 2007. Created by Interactive Creative Director, David Lee and creative team Sam Heath and Frank Ginger it is a great fun. If only all sites were this imaginative! The campaign is actually a joint one with Belgian Pic Pic. Here partners Vincent Patar and Stéphane Aubier imbue a surreal zest to their work, never more so than in the fabulous series Panique au village ("A Town Called Panic".) The similarity between the Cravendale campaign and the Belgium series is obvious. It's off the wall. Try Kidnapping in which a farmer, his tractor and his livestock are given the red carpet treatment, or Les Cartes in which something rather nasty patrols a puddle in the farmyard - this necessitates the release of a giant fish in a tank. Genius. Maybe, just maybe, the Belgians are a trifle more hysterical than our mad cows but it's touch and go. The flash interface for the site is also pretty impressive and I just love their house! There's something pretty heart-warming about such wacky animators succeeding in the tough old world of the media. Tomorrow I shall also feature another rather surreal advertising campaign from the USA.