Nature, weather-beaten faces, country music. But don’t worry – this is not the umpteenth return of the classic Marlboro commercial. The camera pulls back to reveal that the would-be cowboys are riding their bicycles through a typical Dutch setting. Commentary: “It happened once upon a time in the west. In fact it happened this morning in the west of Holland. Melkunie (a dairy association) farmers milked their Melkunie cows to produce the best dairy products in the west. Melkunie. The best from the west”.