Iconic Ad Campaigns: Got Milk?

In 1993 , as Americans switched to Soft Drinks, Health Drinks and other beverages  the sales of Milk took an obvious hit. This was the time when dairy processors in California decided to get together to fund a non profit marketing board – well to market Milk obviously. 

The Marketing board – christened California Milk Processor Board , hired Goodby, Silverstein & Partners to come up with a campaign to market milk to the masses. Out of this exercise came the most successful and longest-lasting campaign of the CMPB – Got Milk?

The first advertisement ran on October 29, 1993 and was directed by Michael Bay.

The ad was at the top of the advertising industry's award circuit in 1994.

The ads would typically feature people in various situations involving dry or sticky foods and treats such as cookies and peanut butter. The person then finds himself in an uncomfortable situation due to a full mouth and no milk to wash it down. At the end of the commercial the character would look sadly to the camera and boldly displayed would be the words, "Got Milk?".

The campaign’s immense popularity is also attested by the fact that countless celebrities from different walks of life have been willing to endorse the ads and appear in them. 

Movie Directors in Ad Industry : Michael Bay

Michael Bay known for his blockbuster movies ( Bad Boyz , Bad Boyz II , Transformers Franchise , The Island etc..) , has also created some fantastic advertisements for Chevrolet, Victoria Secret , Got Milk , Verizon etc..

Some early commercials like the Aaron Burr Got Milk ad , seem distinctly Anti- Michael Bay ad. An Ad that was made almost 15 years back , it has none of the trademark Michael Bay elements of Glamour , Explosions , fast cars or Helicopters. However , what it does not lack , is customary wit and it is no wonder , that this ad has won so many awards for Goodby Silverstein & Partners.



And then there are ads like this , after he became an established director in Hollywood. Basically a Verizon FIOS ( Fiber Optics) Ad where he mocks his style of making films while appearing in the ad.




With each of his films becoming bigger than the previous one ,his commercials have also become bigger than previous ones. For example , The initial Victoria's Secret Ad , had one model (Gisele Bundchen) , one helicopter and no major explosions. Quite unlike Michael Bay.



However with time , the ads have become longer , Bigger and better as well. Featuring more models , More Helicopters, More Explosions.



It is also interesting to note the positioning of Victoria's Secret to other brands Such as Wonderbra. While Wonderbra goes out of the way , to be a thinking person's lingerie ( if you can call that) , Victoria's Secret goes with the time tested model of going with the raw sex appeal in ads.

Got Milk? - PMS series

"Milk helps reduce the symptoms of PMS "..SCIENTIFIC.. but using sarcasm and overdoing the whole PMS bit..Epic Failure..
Will not improve sales.. at least not with women controlling the diet of the household.. for boys ..go ahead have a good laugh..

Advertising Agency: Goodby Silverstein & Partners, USA