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“We BRING Good CHeeSe”

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Assuming Luke and Dale are right for the West...

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We Bring Good Cheese is a universal line that speaks to all.

In Texas it’s more literal. We bring good cheese to Texas and

Texans. In Utah it says we bring good cheese because God told

us to. In Oregon, it says we bring good cheese to your table and

to your family and that we will always bring quality and whole-

some goodness by way of our promise and our commitment

to the great people of Oregon who have known and loved our

cheese for over a hundred years. We Bring Good Cheese is the

truth. It’s honest and simple and very Tillamook.

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OUTSIDE OF OREGON END TEMPLATE:

Type comes up over picture: WE BRING GOOD CHEESE.

Cut to packages of Tillamook Cheese loaves. We hear the guys

say, We’re from Oregon and we bring good cheese. Type under-

neath packages reads: 100% natural, farmer-owned, awarding-

winning Oregon Cheese.

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OREGON-ONLY END TEMPLATE:


Cut to packages of Tillamook Cheese loaves. We hear the guys

say, We bring good cheese. Type underneath packages reads:

100% natural, farmer-owned, awarding-winning Tillamook

Cheese.

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LUKE &

DALE

This campaign features two very friendly guys from Tillamook,

Oregon traveling the highways and byways of Texas in their

orange Loaf Love Bus giving out delicious bites of Tillamook

Cheese everywhere they go.

Luke and Dale are on the road! They’re going from town

to town making their own videos, advertisements and personal

video journals and then sending them into the various Texas

television stations and, of course, to the Tillamook Cheese

website. (The behind-the-scenes stuff was Luke’s idea...just to

make Dale crazy.)

They have an honest, homespun sense of humor. They’re

nice, simple, honest guys with an easy-going nature. Texans will

like them, as will you, cause everybody does.

Now, keep in mind, they’ve never been to Texas so...as one

might expect, they’re pretty excited.

Let’s ride along and witness them spreading happiness

one bite at a time.

It’s time for a road trip! Texas is big, so....let’s get started.

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FIRST, we need some road-trip MUSIC. Right?!

We need to set the perfect tone for a fun and grand Texas

road-trip.

Take a listen to: Ad Ogmi Costo by Spanish compos-

er Ennio Morricone. (He’s famous for the motion picture

soundtracks: A Fist Full Of Dollars, For A Few Dollars More

and the classic film, The Good,The Bad And The Ugly.)

We think you’ll agree that this track is perfect.

All of Ennio’s musical compositions cast a spell on listen-

ers. They musically describe a sweeping landscape and an end-

less sky. They’re all boundless and energetic. Sounds like Texas

doesn’t it?

And THIS track...is also fun.

One cannot listen to it and not smile. So...not only is it

“Texas,” in style and essence, it’s also Luke & Dale as well —

which simply means that it strikes the perfect cord for Tilla-

mook Cheese in Texas.

We are, of course, checking to see if we can afford this

track or are even allowed to use any of Ennio’s classic composi-

tions, but do not fear. If we cannot, the bar and tone is set. And

we know what to look for and/or compose.

This track or one that mirrors or “captures” it’s emotion-

al essences, will be featured on all the spots and films we cut for

this campaign.

Are you listening to it yet?

If so, you’re smiling.

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WHO, exactly ARE... LUKE & DALE?!

They could be anyone from Tillamook, Oregon. Honest and

real guys. They dress for the weather in Oregon — as they al-

ways have. They look like farmers but who knows? Their can-

vas jackets, caps and work boots give off a hard-working tone

— but honest, hard working describes many in Tillamook.

More than dressing the men, we will set a Tillamook vibe

as we continue to develop who they are.

We do know this, they can continue each other’s sentences

and finish each other’s thoughts and speeches. They’re friends

to each other and to all who meet them.

Who are they?

They‘re Oregon in particular, American through and

through and, after their trip, a little bit of Texas too.

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“THE BIG KICK OFF”Open on a bright orange Baby Loaf Bus driving down a Texas road. We hear,

Ad Ogmi Costo by Spanish composer Ennio Morricone playing underneath.

Over this visual we read: Plains, Texas meets Tillamook, Oregon. We open

on Luke and Dale standing on the edge of a highway in front of a huge,

“Welcome to Texas” sign. cars are going by. one truck honks.

Plains, Texas meets Tillamook, Oregon

DALE: I’m Dale...

LUKE: ...and I’m Luke...

DALE: ...we’re from Tillamook, Oregon.

LUKE: We’re going across Texas, saying hello and shaking hands

with everyone.

DALE: ...probably not saying hello to everyone...

LUKE: Probably not saying hello to everyone, as there are lots of you in

Texas...but we ARE giving out cheese.

LUKE: We have lots of delicious Tillamook Cheese to share —

not to mention, toothpicks.

DALE: Say hi to us and we’ll say hi back.

LUKE: You will most certainly get a piece of delicious cheese

for your troubles.


Cut to packages of Tillamook Cheese loafs. We hear the guys say, We’re

from Oregon and we bring good cheese. Type underneath packages reads:

100% natural, farmer-owned, award-winning Oregon Cheese.

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“BIG TEX”Open on a bright orange Baby Loaf Bus driving down a Texas road. We hear,

Ad Ogmi Costo by Spanish composer Ennio Morricone play underneath.

Over this visual we read: Dallas, Texas meets Tillamook, Oregon. We cut to

see Luke and Dale looking through a window to a warehouse where Big Tex is

stored. They have their hands up to the glass. They turn and speak.

Dallas, Texas meets Tillamook, Oregon

DALE: We’ll talk low, as he might be sleeping.

LUKE: Big Tex is 52 foot tall. Has size 70 boots and a 75 gallon hat!

DALE: He wears 185 inch-long, XXXXXL blue jeans and he has a 284 inch waist...

LUKE: AND HE’S THIN!

DALE: ...if he ate cheese, I bet he’d appreciate an extra sharp, award-winning,

farmer-owned one.

LUKE: I bet it too.

DALE: We like your style Big Tex. (Luke looks back in the warehouse window)

Thank you sir for saying Howdy to us all.


Cut to packages of Tillamook Cheese loafs. We hear the guys say, We’re from Or-

egon and we bring good cheese. Type underneath packages reads: 100% natural,

farmer-owned, award-winning Oregon Cheese.

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“TWO-STEP”Open on a bright orange Baby Loaf Bus driving down a Texas road. We hear,


Over this visual we read: Austin, Texas meets Tillamook, Oregon. We cut to

see Luke and Dale at the famous Broken Spoke in Austin.

Austin, Texas meets Tillamook, Oregon DALE: We cannot Texas Two-Step...

LUKE: ...I have disco-ed and squared-danced...

DALE: ...once I tried break dancing and it seemed clunky and ill-fitted to my natural rhythm.

LUKE: We understand your love for cheese

DALE: ...and now we will learn your love for dance...

LUKE: We honor you Texas in dance.

DALE: We hope you sample a bite of our delicious Tillamook Cheese in return...

as a cultural exchange.

Dale Watson begins to play and they begin learning to two-step with each other...badly.


Cut to packages of Tillamook Cheese loafs. We hear the guys say, We’re from Oregon and

we bring good cheese. Type underneath packages reads: 100% natural, farmer-owned,

award-winning Oregon Cheese.

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“HORnS”Open on Luke and Dale standing in front of a Cadillac that has a set of Longhorns

attached to the bumper. They are speaking to the Cadillac’s owner, an authentic

Texan. The Tillamook VW is parked next to the Cadillac.

LUKE: Greetings. We have traveled far to bring you happiness.

TEXAN: Well thank you fine sirs. For that I am grateful.

DALE: Our purpose is to bestow upon you the gift of cheese.

Dale presents a platter of Tillamook cheese to the Texan, who is genuinely honored.

TEXAN: I do not know what to say.

LUKE: You can say thank you.

DALE: And yum.

LUKE: Or even yippee.

The Texan takes a bite from the platter Dale is holding.

TEXAN: Yum. Thank you.

The Texan steps to the front of his Cadillac, pries the set of longhorns from its front,

then attaches it to the front of the Tillamook VW.

TEXAN: Even yippee.

DALE: There you go. We are happy, that you are happy.

LUKE: Yes. We’re from Tillamook. We bring good cheese.

Cut to Luke and Dale driving away with the set of horns on the front of the

Tillamook VW.


Cut to packages of Tillamook Cheese loafs. We hear the guys say, We’re from Or-

egon and we bring good cheese. Type underneath

Blanco, Texas meets Tillamook, Oregon

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“ITS CALLED TILL-a-mook” Open on a bright orange Baby Loaf Bus driving down a Texas road. We hear,


Over this visual we read: Lockhart, Texas meets Tillamook, Oregon. We cut

to see Luke and Dale talking to people and helping them pronounce Till-a-

mook...then giving them some cheese. They speak to camera a lot...as they are

serious in their duties of making a road-trip film — and that’s just what people

do when they make road-trip films.

DALE: We’re from Tillamook, Oregon and we brought our cheese to enjoy.

LUKE: It’s call Tillamook Cheese because it is from Tillamook, Oregon.

Some people pronounce it till-a-mok.

DALE: Others say till-a-mooke.

LUKE: Most everyone agrees, however, that it tastes great and that they love

it...even if they can’t pronounce it.

DALE: Enjoy Tillamook Cheese from Tillamook, Oregon or Tillamok

Cheese from Tillamok, Oregun...

LUKE: ...or Tillamooke Cheese from Tillamooke, Oreeegone.

WOMAN: I’ve been to OreGONE?

Luke smiles.


Cut to packages of Tillamook Cheese loafs. We hear the guys say, We’re from

Oregon and we bring good cheese. Type underneath packages reads: 100%

natural, farmer-owned, award-winning Oregon Cheese.

Lockhart, Texas meets Tillamook, Oregon

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“IT’S SHARP BUT IT WOn’T CUT YOU”Open on a bright orange Baby Loaf Bus driving down a Texas road. Over this

visual we read: Smithville, Texas meets Tillamook, Oregon. We cut to see them

handing out cheese at various places. We cut and they’re in a knife shop with a

huge guy standing behind the counter sharping a big Bowie knife or hunting knife.

Smithville, Texas meets Tillamook, Oregon

DALE: When we say that our cheese is sharp and extra sharp,

we do not mean that it’s harmful.

LUKE: Knives are sharp and so is cheese but...in a good way.

DALE: Don’t get us wrong, we love knives. Knives cut cheese.

LUKE: Enjoy our extra sharp cheddar and have fun...

DALE: ...and just know that it will not cut you.





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“WHOOPS.”Open on a bright orange Baby Loaf Bus driving down a Texas road. Over this

visual we read: Llano, Texas meets Tillamook, Oregon. Here, our two cheese heroes

find people who look A LOT like them to stand next to and offer cheese too.

Llano, Texas meets Tillamook, Oregon

DALE: We Oregonians are very nice...just like Texans.

LUKE: We’re hard working and honest just like you and we make great

cheese from rain-soaked, rain-drenched Tillamook, Oregon in the

always-rainy Pacific Northwest.

(He’s interrupted with a slight nudge from Dale.)

LUKE: Oh...my apologizes.

DALE: Except for the rain part — which I understand has been some-

what scarce here as of late, we Oregonians are a lot alike you Texans.

LUKE: It does NOT rain ALL the time in Oregon....

Dale smiles nervously.



from Oregon and we bring good cheese. Type underneath packages

reads: 100% natural, farmer-owned, award-winning Oregon Cheese.

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“YOU HAVE COWS, WE HAVE COWS.”Open on a bright orange Baby Loaf Bus driving down a Texas road.

Over this visual we read: Fredericksburg, Texas meets Tillamook,

Oregon. We see a series of cuts that take them (sometimes within a

sentence...sometimes word to word) to rodeos, ranches, and finally

inside a butcher shop here in Fredericksburg..

Fredericksburg, Texas meets Tillamook, Oregon DALE: You have cows. You ride them, make boots out of them and,

of course, you eat them.

LUKE: We’re from Tillamook, Oregon and we have cows too in Til-

lamook but we milk them and then make their milk into the very best

tasting, 100% natural cheese in the world.

DALE: We love it here in Texas and we appreciate all your wonderful

hospitality and...

LUKE: ...except for the rather sizable difference in what you do with

cows and what we do with cows in Tillamook...

DALE: ...we feel right at home. Here’s to cows and good cheese.


Cut to packages of Tillamook Cheese loafs. We hear the guys say,

We’re from Oregon and we bring good cheese. Type underneath pack-

ages reads: 100% natural, farmer-owned, award-winning Oregon

Cheese.

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“THAT CERTAIn...LOOK.”Open on a bright orange Baby Loaf Bus driving down a Texas road. Over this

visual we read: Kerrville, Texas meets Tillamook, Oregon. They’re standing in front

of a small house with a porch. A man walks out onto the porch and stands looking

at them —as if to say, what are you guys doing?...and our heroes move on quickly.

Kerrville, Texas meets Tillamook, Oregon

DALE: We are on a journey across this amazing state giving out cheese bites

to all who have that “I like cheese and eating cheese on everything but am

longing for a better cheese and one from a place that lives and breathes it and

makes it natural and wholesome” look on their face.

LUKE: So far, believe it or not...we’ve found many who fit that description.





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“Say Tillamook”Open on a bright orange Baby Loaf Bus driving down a Texas road.

Over this visual we read: Gruene, Texas meets Tillamook, Oregon. We

cut to see Luke and Dale walking down the street giving toothpicks with

cheese on them out to people.

Gruene, Texas meets Tillamook, Oregon

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DALE: You can make a grown man smile by just uttering the words...say

cheese.

LUKE: It’s automatic.

DALE: Imagine then if that cheese were of an extraordinary quality.

Imagine for a moment if that cheese was so crafted and delicious and

sharp and natural that it generated a feeling of pure happiness upon enter-

ing your mouth.

LUKE: Walk up to a loved-one today and say Tillamook.

DALE: They’ll smile alright.

LUKE: (speaking to a man on the street) Say...Tillamook, Cheese! (The

man smiles.)





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“BUT YOU DO SMILE”Open on a bright orange Baby Loaf Bus driving down a Texas road.

Over this visual we read: Bryan, Texas meets Tillamook, Oregon. We

cut to see them being fitted for hats.

Bryan, Texas meets Tillamook, Oregon

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DALE: There’s something —

LUKE: ...we’ve never been able to put our finger on it...

DALE: ...but there’s something that makes you happy when you eat our

cheese.

LUKE: There’s a goodness that pours over you and fills you with joy.

DALE: (looking at Luke somewhat puzzled) You don’t shutter or shake or

scream out or nothing

LUKE: (looking at Dale somewhat puzzled) ..that would be odd and dis-

ruptive to others.

DALE: YES.

LUKE: But you do smile.

DALE: And that’s so sweet a thing.





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the VIBE

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nEW SCRIPTS

From the PORCH of Tillamook

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Luke and Dale are sending out their messages from Tillamook: the cheese

factory or downtown or from that one place that’s next to that other place.

“We bring good cheese”

DALE: Thank you for eating our cheese and visiting Tillamook, Oregon as

often as you do.

LUKE: We are not city officials or elected officers.

DALE: We just know that truly great cheese and yogurt and ice cream can

only come from a place that is friendly and wonderful.

LUKE: We’re talking about Tillamook

DALE: I am Dale...

LUKE: ...and I am Luke and we bring good cheese.


Cut to packages of Tillamook Cheese loaves. We hear the guys say, We bring

good cheese. Type underneath packages reads: 100% natural, farmer-owned,

awarding-winning Tillamook Cheese.

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“We Have a Ship On Our Packaging”

DALE: We have a ship on our packaging.

LUKE: ...a ship...on cheese packaging. Not a cow or...cheese.

DALE: Oregon is a rugged place. it was easier to ship it up and down the

coast by boat...

LUKE: ...ship.

DALE: ...than by land...back in the day.

LUKE: We know you know this story but retelling it was in our contract.





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“Say Your Town”“Say Your Town”

DALE: Yogurt is good for your stomach.

LUKE: It tastes great and ours is 100% natural.

DALE: From our Tillamook family to your...

(silent pause...Luke whispers under his breath: say your town name)

LUKE: ...family.

DALE: That’s what you call participatory TV.





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“Yogurt for breakfast”Luke and Dale are wherever they need to be, in any town USA.

DALE: Hello. I admit I am biased but a tasty tub of Tillamook yogurt is a

healthy, natural way to get your motor running.

Dale awkwardly sets down a loaf of cheese. Then awkwardly sets down a

carton of ice cream.

LUKE: Yes. And our medium sharp cheddar for lunch. And Udderly Pea-

nutbutterly ice cream for dinner.

There is an awkward pause. Dale contemplates Luke’s logic.

HARD CUT TO PACK SHOT.

Type comes up over picture: WE BRING GOOD YOGURT.

Cut to packages of Tillamook Yogurt. We hear the guys say, We’re from Til-

lamook and we bring good yogurt. Type underneath packages reads: 100%

natural, farmer-owned, awarding-winning Oregon Cheese.

ANNCR: (pack shot copy here)

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Luke and Dale are wherever they need to be, in any town USA.

“Ice Cream” - Summer

DALE: I am aware that some might consider it exploitation to talk to you

about Tillamook all natural and super-good ice cream in the hot summer

months when you are unfairly susceptible to the lure of cold refreshment.

LUKE: The heat can get to your head. Make you think funny things.

DALE: Our ice cream is not funny. But you will think of it when you are hot.



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Luke and Dale are wherever they need to be, in any town USA.

“Ice Cream” - non-Summer

DALE: I am aware that some might consider it foolish to talk to you about

Tillamook’s all natural and super-good ice cream in the colder months when

you are not susceptible to thoughts of cold.

LUKE: Too much cold can give you cold head. Make you think funny things.

DALE: Our ice cream is not funny. But you will think of it often once eaten.



1.7

Documents

tillamook cheese website

awardingwinning oregon

tillamook cheese

good cheese2

byways of texas

texas doesnt

grand texas roadtrip

honest guys