California Milk Processor Board: You Can Count on Milk by Gallegos United

Date: Jul 2018
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The California Milk Processor Board (CMPB), creator of the iconic ‘Got milk?’ statement, is launching a new phase of the long-running campaign, ‘You Can Count on Milk’ that utilizes kids to great effect and is designed to appeal to millennial families throughout California.

The CMPB, together with lead agency-of-record Gallegos United, today (July 11) is launching the new $16-million-dollar, statewide advertising initiative. The campaign, with both English and Spanish-speaking spots, highlights the everyday challenges kids face in their lives, using a comedically honest tone that’s just as fitting for adults.

In one spot, kids are seen at a table, talking over the rough days they’ve had. One girl states how tough her time at ‘Take Your Kid to Work Day’ was for her, while another laments the diorama she had to make for class. The third nails his rough day by stating that he got cast as a fence in the school play, then states that his allowance negotiations are being lowballed. They all commiserate over glasses of cold milk, brought by a sympathetic and familiar server. In a six-second spot, a kid with a glass of milk by a jukebox states, flat out, that he doesn’t trust any man who doesn’t drink milk.

Two Spanish language spots show similar tough days for kids. In one, two kids observe their friend being fawned, hugged and pinched by overly-friendly relatives, much to the chagrin of the lovingly mauled child.

Credits

CLIENT:

California Milk Processor Board (got milk?)

Executive Director – Steve James

ADVERTISING AGENCY:

Gallegos United

Chief Creative Officer / Co-President – Harvey Marco

Chief Strategy & Engagement Officer / Co-President: Andrew Delbridge

Executive Creative Director – Dino Spadavecchia

Creative Director – Sharon Cleary

ACD/Art Director – Aaron Onsurez

Copywriter – Jeb Quaid

Group Director – James Kulp

Account Executive – Carol Carlos

Director of Communications Planning – Angel Xie

Director of Strategy – Catarina Goncalves

Account Planner – Megan Muetterties

Social Media Director – Aldo Chuc

Social Media Manager - Noor El-Annan

Jr. Social Media Manager – Chris Adams

PR AGENCY:

ROX United

President - Roxana Lissa

Managing Director - Victoria Capelli

DIGITAL AGENCY:

CANVAS United

Director of Strategy - Tanya Elshahawi

Creative Director – Taua Baccarin

INTEGRATED CONTENT PRODUCTION:

LUNA United

Head of Integrated Production – Adrian Castagna

Executive Producer – Ramon Nuñez

Jr. Producer – Ingrid Ruiz

Post Producer – Colby Eaton

Jr. Post Producer – Rob Romero

Digital Editor – Doug Scott

Assistant Editor – Alexa Vallejo

Social Director – Jerry Digby

Photographer – Najee Smith

PRODUCTION COMPANY:

O Positive

Director – Brian Billow

Executive Producer – Ralph Laucella

Executive Producer – Marc Grill

Head of Production – Fran Borden

Producer – Craig Repass

POST PRODUCTION:

Cabin Editing Company:

Editor – Chan Hatcher

Producer – Liz Lydecker

Managing Director – Carr Schilling

The Mission:

Patrick Ferguson - VFX Supervisor

Joey Brattesani - Flame Artist

Todd Mesher - Flame Artist

Kristina Thoegersen - VFX Producer

Jessica Locke - Executive Producer

Michael Pardee - Managing Director

LIME Studios:

Rohan Young, Matt Miller - Audio Mixer

Ben Tomastik, Lisa Mermelstein - Audio Assistant

Megan Hernandez - Producer

Susie Boyajan - Executive Producer

Music Composition:

KBV MUSIC NYC

Composers – Tony Verderosa, Philippe Saisse, Tim Mosher.

Color:

CO3 LA

Colorist - Siggy Ferstl

Color Producer - Matt Moran

Cobra Golf: King 8 by Legwork

Added 20 July 2018
Agency: Legwork
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