'Got Milk?' Isn't Dead. In Fact, It Just Made Two Curious New Ads

There was major media hubbub earlier this year about the death of the "Got milk?" campaign. But while it's no longer being used nationally by the Milk Processor Education Program (MilkPEP), it's still very much alive in California, where it originated with the California Milk Processor Board. And now, Goodby, Silverstein & Partners, which created the legendary tagline back in 1993, is launching new "Got milk?" work in an unusual partnership with Grupo Gallegos, which created the "Toma leche" campaign—and acknowledging that milk sales have been in decline for years. "Milk is losing relevance, and sales have been in decline as family life and diets have changed," GSP says. To reestablish milk as the right choice for families, the two agencies have partnered on a campaign "that highlights how a person's future self is determined by the nutritional choices he or she makes today—starting, of course, with milk." The agencies are approaching California as one whole market to deliver bilingual work that appeals to all consumers, regardless of ethnicity. The campaign launched Wednesday with two spots, each airing in English and Spanish, that couldn't be more different. "Champion," directed by Dummy's Harold Einstein, is an amusingly quirky set piece that takes place in a grocery store. "Brave," meanwhile, directed by Anonymous Content's Armando Bo, presents a much more emotional appeal by showing a firefighter rescuing a family. "It's time to start addressing the California market on the basis of things we all share," GSP chairman Jeff Goodby said in a statement. "California consumers are extremely diverse, but when it comes to wanting what's best for our children and their future, we are one united front. This campaign embraces every parent's personal desire, which is preparing our children for a successful and healthy future." Credits below. CREDITS Client: California Milk Processor Board Campaign: Milk Fuels a Better Future Spots: "Champion," "Brave" Agencies: Grupo Gallegos; Goodby, Silverstein & Partners Executive Creative Director: Jeff Goodby Chief Strategy Officer: Andrew Delbridge Chief Creative Officer: Marty Orzio Creative Directors: Eric Kallman, Kate Catalinac Associate Creative Directors: Saul Escobar, Curro Chozas Copywriter: Simon Bruyn Art Director: Andrew Livingston —Spot: "Champion" Head of Broadcast Production: Tod Puckett Senior Broadcast Producer: Leila Seghrouchni Production Company: Dummy Director: Harold Einstein Director of Photography: Jonathan Freeman Executive Producer, Line Producer: Eric Liney Editing Company: Arcade Edit Editor: Dave Anderson Assistant Editor: Mark Popham Producer: Fanny Cruz Executive Producer: Sila Soyer Managing Partner: Damian Stevens Visual Effects, Final Conform: The Mill Executive Producer: Jo Arghiris Senior Executive Producer: Sue Troyan Producer: Adam Reeb Shoot Supervisor, 3-D Lead Artist: Tara DeMarco 2-D Artists: Timothy Crabtree, Jake Albers 3-D Artists: Lu Meng-Yang, Mike Di Nocco, Matt Neapolitan Colorist: Greg Reese Art Department: Jeff Langlois, Ashley Forbito Music: Butter Composer: Josh Canevari Executive Producer: Ian Jeffreys Senior Producer: Annick Mayer Sound Design, Effects, Mix: Barking Owl Sound Designer: Michael Anastasi Mixer: Brock Babcock Producer: Whitney Fromholtz Executive Producer: Kelly Bayett —Spot: "Brave" Head of Production: Carlos Barciela Producer: Valeria Maldini Production Company: Anonymous Content Director: Armando Bo Editing: Luna Post Editor: Pablo Piriz Telecine: The Mill Music: Original Music Composition: Elias Arts Executive Creative Director: Brent Nichols Creative Director: Dave Gold Executive Producer: Ann Haugen Producer: Katie Overcash Sound Design: TruLove Post Sound Designer: Gonzalo Ugarteche Visual Effects: The Mill Senior Executive Producer: Sue Troyan Executive Producer: Enca Kaul Producer: Adam Reeb Production Coordinator: Kris Drenzek Shoot Supervisor, 2-D Lead: Bill Higgins 2-D Artists: Steve Cokonis, Robert Murdock, Patrick Munoz, Jale Parsons 3-D Artists: Phil Mayer, Jason Jansky Colorist: Adam Scott Art Support: Jeff Langlois, Ashley Forbito

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'Got Milk?' Isn't Dead. In Fact, It Just Made Two Curious New Ads

Tackling sales slump with comedy and drama

Tim Nudd

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Tim Nudd