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

Tackling sales slump with comedy and drama

Headshot of Tim Nudd

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.


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


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

@nudd Tim Nudd is a former creative editor of Adweek.