Promised Land Dairy’s ‘Fancy?’ Campaign Pokes Fun at Luxury with Backyard Glamour

Directed by Plastico and produced by Easy Mondays and Poster, the campaign brings indulgence home in a trio of stylishly absurd vignettes where elegance meets inflatable pools and toy putting greens.

Promised Land Dairy has launched a playful new series of spots, 'Country Club, Spa Day, 5 Star Resort,' produced by Easy Mondays + Poster. Directed by Plastico.

The campaign features a trio of humorous vignettes that explore the idea of luxury as a mindset. Each spot opens with a tightly framed, hyper-stylized moment: a man lining up his golf swing with quiet concentration, a bath-robed woman sipping a drink, and a woman in sunglasses lounging with a martini glass. Everything looks and sounds refined, complete with classical music and polished cinematography. But as the camera pulls back, the illusion collapses. The glamorous resort turns out to be a backyard kiddie pool, the imaginary spa is a cluttered kitchen, and the golf course is a patch of grass with a toy putting mat.