The California Milk Processor Board has teamed with both Goodby, Silverstein & Partners, creators of "Got Milk," and Grupo Gallegos, who conceived the Latin-market "Toma Leche" effort, on a new campaign that addresses the entire California market -- both general and Spanish-speaking. The effort features a pair of moving spots running in both English and Spanish, each of which takes a decidedly different tone.
One ad, directed by Dummy's Harold Einstein, takes the familiar "Got Milk" comedy tack, and stars a girl in a supermarket who has a chance encounter with her future self. The "grown-up" version, for now, looks a bit down on her luck, but after encouraging her mini me to guzzle up on the white stuff, she transforms into an athlete of Olympian proportions.
A second commercial, directed by Armando Bo of Anonymous Content, goes straight for the heartstrings. It focuses on a young man contemplating his childhood as he takes a snack break at work. Pouring milk into a glass, he remembers being afrard to go to bed at night, but his mother encourages him to think of people he finds brave. He thinks of firemen, which is what he turns out to be now that he's all grown up. The campaign will also include radio and digital installations.
"We have an emotional connection to milk," said CMPB Executive Director Steve James in a statement. This is the first time our agencies have taken a one market approach to California audiences, with the creative that takes full advantage of that. I think the spots are reminders of the influential role parents' nutritional choices and advice have on their child's future."