6. The following descriptions are representative samples of advertisements disseminated through the Happy Cows campaign:

a. An advertisement featuring two bulls standing atop a hill overlooking a beautiful, grass-covered valley that, from various angles, permeates every shot in the advertisement. One bull asks the other, "You’re from back East, right?" "Huh?" asks the other. "Yeah, trust me on this one, man. The babes out here are different." The Easterner asks, "How come?" "I don’t know. All the sunshine, I guess. Clean air, good food, something. They just really take care of them …" Just then a dairy cow walks by and the bulls spot her. "Whoa." "Oh, yeah." "Hey, you work out?" As the shot widens to show more of the valley sparsely populated with grazing cows throughout, the following words appear in the foreground and a voice-over is heard speaking them, "Great Cheese comes from Happy Cows. Happy Cows come from California. Real California cheese. It’s the cheese."

b. Two advertisements that appear on merchandise offered for sale by the CMAB. One of the advertisements features the head of a cow with a sunburst design behind it. Underneath the cow appear the words, "Heaven’s come to Betsy." The other advertisement features an entire cow in front of a sunburst design. Underneath the cow appear the words, "72° and Sunny. I’m happy. How about you?" The merchandise also features the slogan, "Great Cheese comes from Happy Cows. Happy Cows come from California." (Beneath the slogan appears the Real California Cheese "It’s The Cheese" logo.)

c. An advertisement featuring a small group of cows in a grass-covered pasture bordering a farmer’s house, as if the dairy herd is being raised just outside of the farmer’s home. One cow is humming and begins singing a song called, "It’s a Sunshine Day." She sings, "I think I’ll go for a walk outside now ..." More cows then join in, "The summer sun’s calling my name …" Even more cows join in until they are all singing along, "I hear you now. I just can’t stay inside all day. I got to get out, get …" An elderly woman appears on the front porch to fling the dust off a rug, and as she does, a cow "shooshes" the singing. The woman pauses on the porch as if she might have heard something unusual, but all she hears is "mooing," so she turns and goes back inside. As soon as the coast is clear, the singing starts again. "Everybody’s smiling. Sunshine day. Everybody’s laughing. Sunshine day. Everybody’s smiling." The following words then appear in the foreground and a voice-over is heard speaking them, "Great Cheese comes from Happy Cows. Happy Cows come from California. Real California cheese. It’s the cheese."

d. An advertisement featuring two bulls standing atop a hill overlooking a breathtakingly beautiful, grass-covered valley that, from various angles, permeates every shot in the advertisement. As a dairy cow approaches, the bulls speak to each other, "Oh yeah, here she comes." How are my horns?" "Relax. Sunshine, clean air have been good to her, boy ..." There are more exchanges between the cows as the dairy cow speaks to them and then wanders off. As the shot widens to show more of the valley, the following words appear in the foreground and a voice-over is heard speaking them, "Great Cheese comes from Happy Cows. Happy Cows come from California. Real California cheese. It’s the cheese."

e. An advertisement featuring an old-fashioned wooden barn in the middle of an empty, green field. Two cows are inside, lying on a bed of hay and awakening to the sound of a rooster. One cow yawns and sighs. The other says, "Morning. So what do you think then … get an early start on that alfalfa on the back forty?" The other responds, "What’s the hurry, hit the snooze." As the rooster is kicked out of the barn, the following words appear in the foreground and a voice-over is heard speaking them, "Great Cheese comes from Happy Cows. Happy Cows come from California. Real California cheese. It’s the cheese."

f. An advertisement featuring several groups of cows grazing in a beautifully expansive green pasture with rolling hills and shade trees. A new cow wanders toward one of the groups. Upon seeing her, members of the group say, "Hey, here’s the new girl." "This could be interesting." [Then to the new cow] "Hi. How ya doing?" The new cow, speaking with an intentionally overdone Wisconsin-like accent, says, "Oohhhh … I love it here. No snow on the grass …" The other cows are obviously puzzled (implying that California cows have no clue what snow is). "…cause I hate big snow drifts, don’t ya know." More silence. "Okay, see ya," she says and wanders off. "Bye," is the response, and then the California cows wonder aloud, "What’s snow?" "I don’t know." "She’s been tipped one time too many." The scene cuts to a wide shot of the cows in the field and the following words appear in the foreground and a voice-over is heard speaking them, "Great Cheese comes from Happy Cows. Happy Cows come from California. Real California cheese. It’s the cheese."

g. An advertisement featuring a "grandmother" cow alone with her two grandchildren in a beautiful, spacious field with rolling hills and shade trees. One calf asks, "Hey Grandma? You weren’t born here like we were, right grandma?" The grandmother groans in response. A calf then says, "Hey grandma, how come you never talk about where you come from?" The scene cuts to a closeup of the older cow and then to "flashback" scene of her struggling in a winter blizzard. There is a quick cut back to the older cow as she shakes her head (in an apparent attempt to rid herself of the memory of her unpleasant past). One calf then whispers, "I told you not to ask her that." "Grandma?" The following words then appear in the foreground and a voice-over is heard speaking them, "Great Cheese comes from Happy Cows. Happy Cows come from California. Real California cheese. It’s the cheese."