New Revealing Approach for Got Milk

LOS ANGELES Jeff Goodby’s x-ray was the creative spark that led to a more somber detour in the California Milk Processor Board’s long-running and humorous “Got Milk?” advertising.

The effort from Goodby, Silverstein & Partners, San Francisco, kicks off Feb. 5 with a 30-second spot that introduces the theme, “Strength comes from within.” The spot, which targets adults, features a montage of x-rays and is set to haunting instrumental music from “The English Patient.”

The concept arose after Goodby, co-creative director at the agency, had an x-ray, and realized “it’s kind of a haunting perspective of the inside of your body.”