Deutsch L.A. Returns to Real for CMAB

Deutsch L.A. launched a new campaign for the California Milk Advisory Board (CMAB), entitled “Return to Real,” with four new 30-second spots.

Each of the ads — “Grilled Cheese,” “Baked Potato,” “Smoothie” and “Pizza” — highlights a common dinner staple either composed of, or elevated by, dairy products, ending with a look at a real California dairy farmer. “Grilled Cheese” for instance, shows the making of “The beloved grilled cheese sandwich” (complete with obligatory cheese pull, of course) before ending with California dairy farmer John Verwey saying, “Just doing my part.” Other dairy farmers chime in with variations such as “You’re welcome” and “Happy to help.”

The tagline for the campaign, “Return to Real” emphasizes the wholesome approach of the campaign with a call to families to look for the California Milk Advisory Board seal on products for assurance that their dairy products are up to snuff.

Each spot communicates the message well enough, but fails to deliver it in a memorable way (How many times have you seen a similar cheese pull in an ad with a grilled cheese?), even with the real dairy farmers signing off at the conclusion. After watching the series, the thing that actually stayed with me was the lack of a lid on the blender in “Smoothie” — how does it not just spray all over the place? — which is probably not what Deutsch and CMAB had in mind.

Client: California Milk Advisory Board (CMAB)