Goodby Asks, 'Got Leche?'

As it enters its ninth year, the now-famous “Got Milk?” campaign for the first time will include a Spanish-language ad, set to run on ABC, CBS and NBC beginning Jan 14.

The 30-second spot is designed to reach Spanish-speaking teenagers who frequently watch English-language television. It comes amid reports that milk consumption is declining among teens, according to the client, the California Milk Pro cessor Board.

Created by Goodby, Silverstein & Partners in San Francisco—which launched the “Got Milk?” effort in 1993—the spot evokes a mythical figure from Mexican folklore known as “La Llorona,” or “The Weeping Woman.”