In this commercial we're introduced to Maurice. He’s a resident of the ‘Extraordinary Place’ and his job is as important as it is extraordinary: he makes the sounds of the town. School-bells, bird chirps, and of course, the cockerel crowing at first light. COCK-A- DOODLE-DOO!

However since discovering his intolerance to lactose, Maurice's early morning wake-up coffee has become a mid morning lie-in—and now the town's timing is out of whack. But naturally, Paul’s Extraordinary Dairy has a solution for Maurice in the shape of Pauls Zymil.