‘Got Milk?’ celebrates in-person connections over virtual life in ‘Real Is Back’ campaign

It’s been a while since I’ve seen a “Got Milk?” campaign in a world of alternative dairy products like oat milk, almond milk, plant-based cheese and more. But a new heartwarming ad from the California Milk Processor Board, created by agency Gallegos United, sends the message that “real is back”—a reference to both real milk and real in-person connections. The “Real Is Back” spot above takes viewers through a day in the life of a young man—on his birthday. The moody, dimly lit film walks viewers through his long day at work, clean-up duties and a bus ride home, feeling tired and lonely, as birthday messages illuminate his phone’s screen. Despite the influx of love-filled wishes, our protagonist is visibly forlorn, until he arrives at his apartment to find a room filled with people surprising him—here’s the kicker—with a real birthday cake made from milk. Also read: ‘Got Milk?’ pokes fun at endless milk wannabes, visualized by AI The campaign aims to highlight real connections, away from screens, drawing attention to technology’s negative impact on life and culture. It also taps into the sentiment of “nostalgia for connection,” which the company claims has shifted from the traditional feeling of nostalgia for comfort, according to an industry report. The campaign is running in California only, the tech hub of America, and will run through online video, paid and organic social, out of home and digital display. See some OOH work below. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

‘Got Milk?’ celebrates in-person connections over virtual life in ‘Real Is Back’ campaign

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