Thirsty athletes might turn to water or perhaps a sports drink such as Gatorade. Now, the milk industry is reminding people to think of the dairy beverage as fuel for a variety of pursuits.
A new campaign, “You’re Gonna Need Milk for That,” kicks off with a two-minute film featuring competitive sport climber Kai Lightner scaling a wall set on top of a Kansas City building—after taking a swig of milk, of course. The film, called “The Wall,” was directed by Nick Martini with Jimmy Chin, who co-directed the Academy Award-winning “Free Solo,” as creative director.
The words “You’re Gonna Need Milk for That” along with the long-used “got milk?” tagline appear on the building below his climbing spot.