California Milk Processor Board: advert-body-1 by Gallegos United
- Location:
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
