California Milk Processor Board pokes fun at milk imitators, with AI-powered visualizations
From AdAge Creativity:
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 subtitled 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.”
