Oatmilk gives people surprising powers in Califia Farms ads

Campaign by Goodby Silverstein centers on the idea of 'Calilujah' moments

Published On
Apr 25, 2022

Editor's Pick

As the plant-based food market continues to grow, brands are increasingly turning to comedy and surreal situations to cut through as well as educate consumers on the benefits of their products.

The latest is Califia Farms, which has enlisted Goodby Silverstein & Partners for some good old-fashioned comedy to promote its oat milk drinks. 

The idea centers on the insight that when you finally realize how incredible plant milk is in pretty much anything, it's a "Calilujah" moment. And that seems to give people incredible powers, in a couple of spots directed by comedy vet Harold Einstein of Dummy. A pair of co-workers try some and go into a complicated high-fiving routine. And a middle-aged couple have some in their coffee and find they can both effortlessly do the splits. 


"'Calilujah!' is a moment of discovery. It’s that feeling you get when you try Califia for the first time and it’s surprisingly delicious,” said Califia Farms Chief Marketing Officer Suzanne Ginestro, in a statement. 

"It’s exciting to try new things and we wanted to bring that feeling to life in these spots,” added Hanna Wittmark, creative director at GS&P. 


Apr 25, 2022
Client :
Califia Farms
Agency :
Goodby Silverstein & Partners
Chief Executive Officer :
Dave Ritterbush
Chief Marketing Officer :
Suzanne Ginestro
Senior Director Brand Marketing :
Maija Benincasa
Creative Director :
Angela Kowalski
Creative Content Director :
Mike Smolowe
Chief Creative Officer :
Margaret Johnson
Associate Creative Director :
Kate Baynham
Associate Creative Director :
Hanna Wittmark
Art Director :
Andrew Congleton
Copywriter :
Zak DeLange
Executive Producer :
Danielle Riccardi
Sr. Producer :
Vince Genovese
Managing Partner :
Leslie Barrett
Account Director :
Shanley McClure
Account Manager :
Diane Baker
Assistant Account Manager :
Will Young
Director of Business Affairs :
Judy Ybarra
Business Affairs Manager :
Brittany Longden
Partner Head of Brand Strategy :
Bonnie Wan
Partner Head of Communication Strategy :
Christine Chen
Communication Strategy Director :
Nicole Richards
Communication Strategist :
Matt McNamara
Junior Communication Strategist :
Josh German
Group Brand Strategy Director :
Katie Coane
Junior Brand Strategist :
Chelsea Bruzzone
Production :
Director :
Harold Einstein
DP :
Glynn Speeckaert
EP :
Michael Kanter
HandShake :
Albert Kuo
HandShake :
Ryan Barton
Splits :
Rhett George
Splits :
Katt Silivia
Confetti :
Jordan Matayoshi
Confetti :
Ammy Ontiveros
Confetti :
Destiny Joelle
Horns :
Kevin Williams
Confetti :
Eva Belle Porter
Confetti :
Preston Roarty
VO Talent :
Dave Anderson
Editorial :
Arcade Edit
Editor :
Dave Anderson
Assistant Editor :
Paulo Miramontes
Producer :
Tom Barnett
Executive Producer :
Crissy DiSimone
VFX/Finishing :
The Mill
Executive Producer :
Hillary Thomas
Producer :
Esther Montgomery
VFX Supervisor :
John Leonti
VFX Lead :
Becky Porter
Design :
Kevin VFX
Exec Producer :
Sue Troyan
Producer :
Jami Shackel
Artist :
Miguel Delcan
Color :
Company 3
Senior Colorist :
Tim Masick
Senior Producer :
Kevin Breheny
Music Company :
Sound :
Lime Studios
Engineer :
Joel Waters
Sound Design :
Joel Waters
Asst. Engineer :
Collin Thomas
Executive Producer :
Susie Boyajan

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