What does it take to get the masses into the concert hall? Here's an ingenious marketing campaign which is both mad and clever (though hardly an enticement if you're lactose intolerant). All I can say is, lucky cows, being force-fed Philippe Jaroussky. I wouldn't moo in a bad way at Mitsuko Uchida either. Pity the Eurojingle background music at the end lets it down a bit, but this is one slick ad. 10/10 for enterprise.