Important Moos For Hershey’S

The latest TV spot for Hershey’s Syrup from DDB combines the California Milk Processor Board “Got Milk” tagline with Hershey’s animated cows.
Two cows (shown here), each with a bottle of Hershey’s chocolate syrup in their, um, hooves, are sitting on a “cowch” watching TV when a “Got Milk?” spot comes on. One turns to the other and says, “That’s a silly question.”
The two cows then down a shot of syrup, turning themselves a chocolatey brown.
The spot is the latest in a five-year campaign DDB has developed for Hershey’s using the cows. DDB presented the idea of incorporating the “Got Milk” ads (from San Francisco-based Goodby, Silverstein & Partners) to Jeff Manning, director of the California Milk Processor Board. “He … gave us the permission to run the new commercial for three years,” said Steve Landsberg, co-chief creative officer at DDB. “Needless to say, the idea goes perfectly with the “Got Milk?’ campaign.”
Lara Gilmore, art director on the campaign, said it was gratifying to get the cows talking. “For nine commercials, all they did was moo,” she said. -Justin Dini