An interesting layering of visual metaphors and devices. First, the use of a pastoral farm setting to reframe the processed food product as nature’s bounty and it’s origins as being “from nature”. This has become a common device to present process foods, like Lays Potato Chips, as wholesome and natural.
In terms of overall structure, there is a definite narrative timeline that begins with creation (farm, farm animals) and ends with the final product being delivered to the viewer of this ad.
Second, Ben & Jerry’s packaging as cornucopia (“Horn of Plenty”), a deep and boundless gift.
Last and most interesting are the use of the trojan cow and catapult. These elements, at first, seem to undermine the narrative setup. If it’s a story about where the ice cream comes from, why does it end in duplicity and siege? The catapult, ready to fire, is aimed directly at the viewer of the ad. Is it a way of taunting the boundary between print page and reality?
We start with real cows in the background and end with an artificial wooden cow in the foreground. Is the trojan cow a confession? that your gift of bounty is not what it appears to be? That what is inside is not quite what you were led to believe? Or is it just a clever way of teasing you, inciting you, building a primal anticipation for the thing you are so bloodthirsty for (Blueberry Vanilla Graham Frozen Yogurt) and letting you know it is on its way?