Goodby Asks, 'Got Leche?'

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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.”



AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in