'Got Milk?' Takes a Serious Look Inside the Body

A real-life X-ray was the spark that led to a “disturbing,” health-focused new spot in the California Milk Processor Board’s long-running, usu ally humorous “Got Milk?” campaign.

The effort, from Goodby, Silverstein & Partners in San Francisco, kicks off Feb. 5 with a 30-second spot that features a montage of X-rays set to haunting music from the film The English Patient. The commercial, which seeks to convey that drinking milk promotes healthy bones, introduces the theme, “Strength comes from within.”