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Goodby, Silverstein & Partners writer Harry Cocciolo says he and AD Sean Ehringer "thought it would be cool to create a commercial where a guy dies and goes to hell"; not surprisingly, it was a hard sell to the California Fluid Milk Advisory Board until Cocciolo figured out a "nonviolent" way to tell the story.

The spot begins with a yuppie in the street screaming "You're fired!" into a cellular phone. He steps off the curb, he's hit by a truck and presumably ascends to heaven: a fuzzy white room, complete with white goldfish and a piano with no black keys. After helping himself to an enormous chocolate chip cookie, he murmurs, "Heaven," and heads for the giant white refrigerator, stocked with dozens of milk containers-all empty. "Wait a minute?" he asks with mounting panic. "Where am I?" The spot ends with the "Got milk?" logo in flames. Jeff

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