‘Got milk?’ dentist’s job is like pulling teeth

Goodby, Silverstein & Partners' latest "Mootopia" spot in the "Got milk?" campaign is headed straight to dentists' offices in California. The 60-second spot—featuring a Mootopia dentist who's bored because he has no clients in the idyllic land where milk flows like water—will soon be airing in the waiting rooms of more than 150 dental offices in the state, which has its own dental ad network. Directed by Jeff Goodby, the spot opens with the dentist trying to lure customers into his chair by offering free cleanings, but no luck. The Mootopia folks drink milk, so their smiles, of course, are already perfect. The ad ends with the voiceover, "Healthy teeth. Loved by nearly everyone in Mootopia."