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Concept
Got Milk?
Summary
Got Milk? (often stylized as got milk?) is an American advertising campaign on television and YouTube encouraging the consumption of milk and dairy products. Created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993, it was later licensed for use by milk processors and dairy farmers. It was launched in 1993 by the "Aaron Burr" television commercial, directed by Michael Bay. The national campaign, run by MilkPEP (Milk Processor Education Program) began to add the "got milk?" logo to its "Milk Mustache" ads in 1995.
In January 2014, MilkPEP discontinued its Milk Mustache and "got milk?" advertisements, and launched a new campaign with the tagline "Milk Life." The campaign continued in California and the "got milk?" trademark is licensed to food and merchandise companies for U.S. and international sales. The campaign has led to increased milk sales in California, although not nationwide.
The initial Got Milk? phrase was created by the American advertising agency Goodby Silverstein & Partners. In an interview in Art & Copy, a 2009 documentary that focused on the origins of famous advertising slogans, Jeff Goodby and Rich Silverstein said that the phrase almost didn't turn into an advertising campaign. According to The New York Times, people at Goodby Silverstein "thought it was lazy, not to mention grammatically incorrect".
The advertisements would typically feature people in various situations involving dry or sticky foods and treats such as cakes and cookies. The people then would find themselves in an uncomfortable situation due to a full mouth and no milk to wash it down. These include a commercial of a cruel businessman getting hit by a truck seconds after insulting someone over the phone and seemingly going to Heaven, only to find out it is actually Hell where he finds a huge plate of cookies and an endless supply of completely empty milk cartons; as well as a commercial of an airplane pilot intentionally putting his plane into a dangerously steep nosedive in order to obtain a bottle of milk from a flight attendant's cart out of his reach, only for the cart to crash into a man who gets out of the bathroom right in front of the cart and the bottle to tip over.
Official source
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