Dairy Brand Tillamook is taking on “Big Food”. Opening voiceover, “Hey big food, we’ve had some good times,” coupled with a shot of spray cheese. “We’ve had some good times,” it goes on, “You were so colorful, so sweet.” Here the footage switches from shots of products like colorful ice cream cones and sugary breakfast cereal to an industrial assembly line. “But I’ve had enough of your artificial ingredients, enough quantity over quality.” It’s an effective transition, pivoting from the admitted appeal of certain mass-produced food items to the reality of their production. The transition near the end of the spot moves the focus to Tillamook as a more wholesome and honest alternative, with some food shots of the brand’s cheese and ice cream, as well as a look at the dairy farmers that make the brand’s products.