Sweet dreams are made of … milk?
According to two new spots in the long-running "Got milk?" campaign, you'll soar a lot longer in those "Look at me, I can fly!" dreams and loll in the embrace of a smokin' hot water nymph if you just drink milk before bed.
Short of a rubber mallet over the head, it's a tall order to help the 40 percent of Americans who suffer from sleeplessness get a good night's rest. But these new commercials for the California Milk Processor Board, from San Francisco ad agency Goodby, Silverstein & Partners, suggest that the tryptophan in milk makes it a good nighttime choice.
Since every new batch of ads tout milk for a different "occasion" or benefit—most infamously as a cure for PMS—insomnia apparently was next in line. The new spots, directed by Jeff Goodby, aim to show what happens if you skip that glass of white. Dreamus interruptus!
The Goodby campaign includes a few somnambulistic offshoots like a sleep hotline—(855) Milk-zzz—where "the world's most boring man" will read pi until you pass out or hang up, and digital bus-shelter ads of people yawning.
It remains to be seen if the message, "What, you don't like interrupted dreams? There might just be a drink for that," works better for the marketer than, "For people who've never heard of Ambien."
Client: California Milk Processor Board/"Got Milk?"
Agency: Goodby, Silverstein & Partners, San Francisco
Director: Jeff Goodby