Ray Parker Jr. Wants to Sing Your Mom a Song About Milk for Mother's Day

Goodby, Silverstein & Partners—which created the original "Got Milk?" campaign in 1993—are taking the California Milk Processor Board brand digital, launching a new Mother's Day campaign today on Facebook and Twitter. Through Sunday, they are creating custom short songs for people who post about why they love their mom using the #SongsForMoms hashtag. "One thing we've found with milk is that there definitely is an association there with moms, so we saw this as an opportunity to thank those moms," said Andrew Livingston, GS&P's senior art director. GS&P is on the hunt for funny and emotional posts about moms to respond to with 45- to 90-second songs. The clips are first uploaded to SoundCloud and then pushed to social media. While Mother's Day campaigns typically conjure up soft, pink images, GS&P's creative director Kate Catalinac said this campaign is intended to play up the humorous side of the brand. "Just because it's a Mother's Day idea doesn't mean that it has to be fluffy and pink—it has to really show the fun side of milk and that there is a personality there," she said. The goal is to churn out a total of 200 songs through Mother's Day Sunday, and a few lucky snippets will be played live on California radio stations. Based on tests the agency has already run, some of the clips can be put together as quickly as 10 minutes. GS&P has also enlisted Ray Parker Jr.—perhaps best-known for 1984's Ghostbusters theme song—to record songs. "Who else are you going to call, right?" Livingston said. "For a certain generation, he is one of those musicians that a lot of our moms listen to." The campaign is part of a broader strategy to make milk a more digital brand, particularly on platforms like Facebook, where mothers spend time. "We want to especially be where moms are because they are the gatekeepers of the family dinner table, refrigerator, grocery visit, you name it—this is all part of that same effort to reach our consumer where she is," said California Milk Processor Board executive director Steve James. Take a listen to some of the first songs below: CREDITS Ad Agency: Goodby Silverstein & Partners Client: Califonia Milk Processing Board Brand: Milk Title of Creative Work: #SongsForMom California Milk Processing Board CMPB Executive Director: Steve James GS&P Creative Executive Creative Director/Partner: Jeff Goodby Creative Director: Kate Catalinac Art Director: Andrew Livingston Copywriter: Simon Bruyn Production Director of Broadcast Production: Tod Puckett Music Producer- Todd Porter Executive Interactive Producer: Mark Longust Associate User Experience Manager: Patrick Wong Account Services Account Director: Meredith Williams Assistant Account Manager: Michelle Farhang Brand and Communication Strategy Group Brand Strategy Director: Kelly Evans-Pfeiffer Brand Strategist: Gabriella Svensk Group Communication Strategy Director: Christine Chen Senior Communication Strategist: Nicole Richards Communication Strategist: Ursula Meeks-Wagner Business Affairs Director of Business Affairs: Bess Cocke Business Affairs Manager: Heidi Killeen Senior Broadcast Traffic Manager: Edgar Ornelas Outside Vendors Original Music by- Score -A-Score, Ray Parker Jr.

Performance Marketing

Ray Parker Jr. Wants to Sing Your Mom a Song About Milk for Mother's Day

Making milk a more digital brand with #SongsForMoms

Lauren Johnson

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Lauren Johnson