Goodby Breaks New Milk Spots

California Board Returns To Initial Strategy
SAN FRANCISCO–Goodby, Silverstein & Partners this week unveils two new 30-second TV spots for the California Milk Processor Board that wrap with the client’s longstanding “Got milk?” tagline. The effort is backed by an estimated $10-20 million in ad spending.
The San Francisco agency recently dropped its “Town Without Milk” campaign at the request of the Berkeley, Calif.-based client [Adweek, July 27], and the new ads mark a return to Goodby’s original creative strategy for the client, using unusual scenarios to position milk as genuine and inimitable.