Goodby and Grupo Gallegos Team on New 'One Market' Campaign for Milk

CMPB Ads Make You Laugh and Cry -- in Both English and Spanish

Published On
Aug 20, 2014

Editor's Pick

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."


Aug 20, 2014
Brand :
Client :
Agency :
Grupo Gallegos
Chief Strategy Officer :
Andrew Delbridge
Chief Creative Officer :
Marty Orzio
Creative Director :
Eric Kallman
Creative Director :
Kate Catalinac
Assistant Creative Director :
Saul Escobar
Assistant Creative Director :
Curro Chozas
Copywriter :
Simon Bruyn
Art Director :
Andrew Livingston
Head of Broadcast Production :
Tod Puckett
Broadcast Producer :
Leila Seghrouchni
Production Company :
Director :
Harold Einstein
Director, Photography :
Jonathan Freeman
Executive Producer :
Eric Liney
Line Producer :
Eric Liney
Editorial 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
Senior Executive Producer :
Sue Troyan
Executive Producer :
Jo Arghiris
Producer :
Adam Reeb
Shoot Supervisor :
Tara DeMarco
3D Lead Artist :
Tara DeMarco
2D Artist :
Timothy Crabtree
2D Artist :
Jake Albers
2D Artist :
Lu Meng-Yang
2D Artist :
Mike Di Nocco
2D Artist :
Matt Neapolitan
Colorist :
Greg Reese
Art Department :
Jeff Langlois
After Department :
Ashley Forbito
Music :
Composer :
Josh Canevari
Executive Producer :
Ian Jeffreys
Senior Producer :
Annick Mayer
Sound Effects/Mix :
Barking Owl
Sound Design and Mix :
Barking Owl
Sound Designer :
Michael Anastasi
Mixer :
Brock Babcock
Producer :
Whitney Fromholtz
Executive Producer :
Kelly Bayett
Executive Creative Director :
Jeff Goodby
Agency :
Goodby Silverstein & Partners

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