Milk! Must get milk!

'Got Milk?' Pours Humor into Advertising

California Milk Processors Board unveiled a new TV and Internet campaign crafted around a fantasy world of extreme milk deprivation.

“Get the Glass” campaign, (Goodby, Silverstein & Partners, San Francisco) introduces the Adachi family. A humorously desperate family trying to grab the heavily guarded last glass of milk on Earth.

In a series of seven TV spots as well as a 3D flash animation board game, the family is seen trying secure that last glass of milk assumes Holy Grail status.


The first spot, which aired March 19th, shows a cold glass in a fridge heavily guarded by security cameras and robots in a maximum-security facility. The Adachi family, plagued by brittle nails, cavities and PMS (thewy just had to add that one didn't they?), are hiding out in an "undercover" van outside when they deploy their ten-year-old son to run away with the glass of milk... because the chances of success for a ten-year-old are much better than say a 40 year old women with PMS.

Want to be a Milk zombie? Take the challenge online where you too, must overcome health problems in the quest for the last glass of milk.

California Milk Processors Board said it spent $1.25 million for TV and Internet advertisments.

Product Development