‘Got Milk?’ pokes fun at endless milk wannabes, visualized by AI
Gallegos United’s spot for the California Milk Processor Board echoes the recent ‘Wood Milk’ campaign from MilkPEP
Editor's Pick
Will the milk imitators please stand up?
There are plenty of them these days. And now, the California Milk Processor Board (CMPB)—creators of the original “Got Milk?” campaign and brand—has released a catchy and visually entertaining musical spot poking fun at them. The ad’s title and message are one: “Everyone Wants to Be Milk.”
The spot was created by agency Gallegos United—there’s a version for Hispanic audiences, too. The 45-second version is running on CMPB’s owned social and digital channels, with 30-, 15- and 6-second cutdowns for CTV as well as paid digital and social throughout California.
The agency used AI to help develop much of the animation around the various fantasy milks.
“As a creative agency, we often talk about pushing the boundaries to reach today's modern audiences—and we are so lucky to have a courageous partner in CMPB that allows us to try new things such as pulling AI into animation to bring this amazing world of unreal milks to life,” said Pepe Aguilar, executive creative director at Gallegos United. “Why is it that everyone wants to be called ‘milk’? Nothing really compares to the real thing.”
The campaign will extend this fall to influencer and other executions, including an 8-bit digital game. It’s an evolution of the “Get Real. Got Milk?” campaign, created by Gallegos United, that launched last year in California. Gallegos has had the account since 2018.
The agency said the campaign has caused milk consumption in California to steadily increase—and that, for the first time in a decade, the state is outperforming the rest of the country in milk consumption so far in 2023.
The campaign follows a somewhat similar effort that launched in April from agency Gale and the Milk Processor Education Program (MilkPEP), a national group that also uses the “Got Milk?” branding. That effort featured Aubrey Plaza as co-founder of a fictional “Wood Milk” company.
Credits
- Date
- Aug 21, 2023
- Client :
- California Milk Processor Board
- Agency :
- Gallegos United
- Executive Director :
- Steve James
- Executive Creative Director :
- Pepe Aguilar
- Executive Director Head of Account Management :
- James Kulp
- Sr. Account Supervisor :
- Angelica Rincon
- Creative Director :
- Cristian Costa
- Executive Strategy Director :
- Bryn Little
- Chief Innovation Officer :
- Mark Lainas
- Sr. Account Manager :
- Lainey Murphy
- Strategist :
- Alyssa Eldredge
- Production Agency :
- Oak Leaf Productions
- President :
- Daniel Marin
- Executive Producer :
- Ilene Kramer
- Director of Business Affairs :
- Diane DeLisa
- Head of Post Production :
- Dave Garcia
- Post Producer :
- Rob Romero
- Music Supervisor :
- Ryan Fitch
- Production Company :
- Laundry Studios
- Executive Creative Director :
- Tony Liu
- Art Director :
- Chris Armstrong
- Executive Producer :
- James Sweigert
- Executive Producer :
- Matthew Primm
- Head of Production :
- Pip Malone
- Senior Producer :
- Dean Marchand
- Line Producer :
- Ryan Lacen
- Line Producer :
- Anthony Baldino
- Producer :
- Susie Kim
- Associate Producer :
- Mihta Garan
- Production Coordinator :
- Jon Rothstein
- Production Coordinator :
- Nick Scandura
- Music Company :
- Songs for Film & TV
- Chief Creative Director :
- David Fisher
- Composer :
- K.S. Rhoads
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