California Milk Processor Board : Aaron Burr

Everyone knows milk helps build strong, healthy bones. But it wasn't until this legendary opening salvo in Goodby, Silverstein & Partners classic Got Milk? campaign, for the California Milk Processor Board, that we began to understand the more dire consequences of not drinking it.

Published On
Mar 13, 2006

Editor's Pick

Directed by Michael Bay, the spot finds a history buff stuffing his face with a peanut butter sandwich, just as a radio DJ calls him with a $10,000 trivia question: Who shot Alexander Hamilton? Discovering in horror that his milk carton is empty, all the desperate fellow can do is famously mumble, Aawon Buhh! The spot took a load of awards in 1993, including three Gold Clios and a Gold Effie, en route to becoming ingrained in advertising lore. Looking back, I think the Aaron Burr spot was the first of a long line of "Why am I watching this? spots in the world of advertising, says Jeff Goodby. You didn't know why this guy was doing what he was doing, where the thing was going, until the very last seond. The tag was the punchline. About a week after it ran, an art director called me and said he absolutely had to work at the agency that did that commercial.