MEN in suits struggle to round up the cows in a muddy paddock while a woman in a skirt toils with the art of fence-climbing.
This picture sums up the new Devondale chilled milk television advertisements, which began airing last week.
At the end, a deep voice-over states: "Some businesses have no business making your milk".
The agency that made the ads, DBB, said the commercials attempt to take a light-hearted dig at Murray Goulburn's corporate rivals.
But they have also left some people wondering about the target audience for the ads, including sixth-generation dairy farmer Lynne Strong, who milks cows on two farms at Jamberoo, NSW.
Ms Strong described the ads "bizarre" and said they were sending out the wrong message to the people who bought the milk.
After penning a blog on the issue last week, she said it attracted a "surprising" amount of traffic on social media sites. More than 2000 people had viewed her blog by Monday.
"Ads are expensive," Ms Strong said.
"You want to sell the product, and I really wonder who the audience is for these ads.
"These days the whole world wears a suit so they are effectively having a go at everyone beyond the farm gate," she said.
Only last week, Ms Strong said the Prime Minister of Australia, Tony Abbott, was officially opening the gates to the dairy co-operative's new factory at Laverton, with Coles' boss John Durkan.
Both were wearing suits.
"It is very strange - I can't see the motivation behind it," she said.
"Suppliers should be asking questions."
She said the representation of corporate people in the Devondale ads widened the gap between city and country people even further.
And when Murray Goulburn (MG) was investing money in overseas market, Ms Strong said this was a time to "be friends with everybody" - and not risk upsetting potential selling avenues.
This is not the first time Devondale advertisements have drawn criticism from the farming community.
In 2012, the company's ads featured two characters dubbed "Dev" and "Dale".
While some suppliers found them funny, most were insulted and said the characters made farmers look "simple".
Some argued the farmers in the ad failed to paint a picture that was reflective of the modern dairy farmer who relied on technology and innovation to drive profits, but others said farmers should not dictate how to sell the product.
This time around, MG stated Devondale had developed a unique market proposition that resonated with consumers.
"Recent advertising campaigns have established Devondale as a quirky and unique Australian brand that is proud of its strong links to dairy farmers," a MG spokesperson told Stock & Land.
"Our new television commercial is a tongue-in-cheek reference to the heightened interest in the dairy industry recently and a reinforcement of our unique co-operative position in the market."
DBB Melbourne's executive creative director Darren Spiller, who made the ad, told the advertising trade magazine, Campaign Brief, that people should be disturbed by the growing influence of corporations in Australian dairies.
"Devondale is a farmer-owned business. Profits go to farmers and local communities are supported. Understandably, people are shocked to know that a large portion of the milk they drink is owned by big corporations that don't share these same values. With this television commercial, we wanted to shed some light on the subject. Devondale is owned and operated by 2500 dairy farming families. Wouldn't you prefer your milk to be made by the people who know how to do it best?"
United Dairyfarmers of Victoria deputy president and MG supplier Roma Britnell laughed when she saw the new ads.
"I think it's great," she said.
"To me, I think there is something romantic and iconic about the Australian farmer.
"I think this actually highlights the fact farmers are skilled and capable people and makes them out to be respected workers who Australians hold in high regard."
