BC Dairy Foundation: “Mousetrap” [00:50]# Two TV spots and a new viral from the campaign for the British Columbia Dairy Foundation, already featured in our last issue. This time around, the victims whose lack of calcium proves to be their undoing are a mousetrap, a giant monster, and a table football figure. The mouse escapes, the footballer loses its head, and the monster’s attempt to destroy the city ends in failure. Signoff: “Must drink more milk.”