Connelly Partners has unveiled its first TV spots for the Garelick Farms dairy.
The effort attempts to "get people to focus on the [situations] that happen around milk," said Steve Connelly, president and chief creative officer at the Boston agency. "Milk is more than vitamins and calcium. ... We were going for something emotional." The budget is $2-3 million.
The campaign uses the line "Add something" to underscore that Garelick milk can add to a healthy lifestyle.
In one spot, a couple is driving with their baby screaming in the backseat. They try in vain to calm the infant. As soon as the baby sees the image of a gallon of Garelick Farms milk on a billboard, he stops crying. A voiceover says, "The key to life is what you add to it. Garelick Farms. Add something."
In another spot, a man and his son are eating cereal. Just as the man is about to drain the milk from his bowl, the son hands him a crazy straw and the two drain their bowls together.
The campaign is the first image effort from Connelly Partners for the dairy, which is based in Franklin, Mass. The effort also includes radio and outdoor ads.
Commercials will air on networks such as Fox, UPN, the WB and NBC in the Boston, Hartford, Conn., and Albany, N.Y., markets.