Identical twins who want to be different, and a lactose-intolerant man named Maurice who makes the sounds of the town: welcome to the world of Pauls Dairy.
It's all part of a new brand positioning for the milk brand - Pauls Extraordinary Dairy - by creative agency The Monkeys, designed to bring the brand to life.
Parmalat Australia milk marketing manager Scott McTaggart said: "Dairy is truly amazing and should be celebrated. Pauls Extraordinary Place campaign allows us to break category conventions and focus on what is truly important to consumers - extraordinary products that offer genuine dairy solutions - all wrapped in an engaging , unique and differentiated creative.
"After all, Pauls is Extraordinary Dairy."
The adverts are voiced by actor Aden Young and the "extraordinary place" was constructed by a team of European model makers. Photoplay director Scott Otto-Anderson directed the ads.
The launch of the campaign includes a 45-second and a 30-second spot to be shown across free to air and subscription channels. The campaign will also be supported by digital, social media and in-store activities.
The Monkeys executive creative director Scott Nowell said: "Extraordinary Dairy has got to come from somewhere, and this is it - a magic place that reminds us how extraordinary diary can be."