Epic Quest for Last Glass of Milk

NEW YORK The California Milk Processors Board this week unveiled new TV and Internet executions in its “Got milk?” campaign.

The effort is crafted around a fantasy world of extreme milk deprivation.

The “Get the glass” campaign, via Omnicom’s Goodby, Silverstein & Partners, San Francisco, introduces the Adachi family, a humorously desperate group trying to grab the heavily guarded last glass of milk on Earth, in a series of seven TV spots. The CMPB also introduces a 3-D flash animation board game at GetTheGlass.com, where securing that last glass of milk assumes Holy Grail status.

“We want people to imagine what it would be like if milk really was that scarce and how that would change the way we think about it,” said Steve James, executive director of the CMPB.

The first spot, which broke Monday, shows a cold glass in a fridge heavily guarded by security cameras and robots in a maximum-security facility. The Adachi family, plagued by brittle nails, cavities and PMS, are hiding out in an undercover van outside when they deploy their 10-year-old son to abscond with the glass of milk.

Viewers can also take the challenge online where they, too, must overcome health problems similar to the Adachis in their quest for the last glass of milk.