As morning dawns on a peaceful farm, the cows are on the move...but "where are we going?" The stars of this popular TV advert from the now defunct NZ Milk Promotion Council are humble dairy cows, pondering the eternal question: why do humans like our milk? Over Edvard Grieg's restful composition 'Morning Mood' from Peer Gynt, cows voice their thoughts as they trudge to the milking shed, passing the cat who can't wait to get a taste. Norman Keesing (Jocko, One of Those Blighters) plays Murray the friendly, plaid-shirted farmer. The Ian Mune-directed ad ends on a nostalgic note; silver top milk bottles glistening in a crate.