'Got Milk?' Broadens Its Palate, Pairing With Sweet and Spicy Foods in Beautiful New Ads

Plus, the first ad soundtrack by Flight of the Conchords

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Remember when you took the first bite of that rich, face-melting curry, and boy was it delicious—but pretty please, would somebody hurry up and get you a glass of milk, stat?

It's a familiar moment for anyone who likes spicy food, and it's perfectly captured in Goodby Silverstein & Partners' new "Got Milk?" advertising for the California Milk Processor Board. It's part of a campaign, "Food Loves Milk," that looks beyond what you'd stereotypically eat with milk—no offense, cookies—to sell consumers on the merits of other pairings.

One TV commercial focuses on sweets—cupcakes, peanut-butter-and-jelly sandwiches, s'mores—and features a special soundtrack (more on that below).

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