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'got milk?' Celebrates 20th Anniversary

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Goodby, Silverstein & Partners' Jeff Goodby directs two new spots

'got milk?' Celebrates 20th Anniversary

 

2013 marks the 20th anniversary of "got milk?" and the advertiser and agency behind the ubiquitous tagline have a new take on the same old milk. The campaign encourages people to make milk the “bedtime drink” for proper sleep and for positive, lasting dreams. 
 
Directed by Jeff Goodby himself, Co-chairman/Creative Director of Goodby Silverstein & Partners, the work is designed to remind you that Mom was right. Milk just might be the perfect bedtime drink. 
 
 
 
In addition to the television spots, on April 22nd, the California Milk Processor Board will unveil digital bus shelters, in San Francisco, that will make people yawn, the ultimate sign for the bedtime drink.  At the end of the series of yawn images, a call to action ensues, inviting sleepless folks to call a dedicated “sleep hotline” at 1-855-MILK-ZZZZ.  Consumers can choose from a series of options to help them go to bed – from the world’s most boring man reciting the number pi, to hearing a lullaby to listening to the soothing chants of a meditating monk, among others, all brought to them by the “bedtime drink, GOT MILK?”
 
Online, humorous radio dream spots complementing the TV ads will also run on Pandora in the evening. The radio spots will feature five typical dream-like scenarios.  After 8 p.m., online banners will appear on sites like Hulu, About.com and You Tube to remind consumers that, “It’s time for the bedtime drink.”   
 
Credits
 
Executive Director, California Milk Processor Board: W. Stephen James
Co-Chairman/Partner: Jeff Goodby
Associate Creative Director: Kate Catalinac
Copywriter: Mitch Gage
Art Director: Kristin Graham
Director of Broadcast Production/Associate Partner: Cindy Fluitt
Broadcast Producer: Conor Duignan
Executive Interactive Producer: Margaret Brett-Kearns 
Interactive Producer: Cassie Gomrick 
Managing Partner: Robert Riccardi
Account Director: Meredith Williams
Assistant Account Manager: Laura Fraser
Group Brand Strategy Director: Bonnie Wan
Senior Brand Strategist: Hennrietta Probert
Director of Communication Strategy: Christine Chen
Sr. Communications Strategist: Nancy Jeng
Communication Strategist: Fiona Su
Jr. Communication Strategist: Ursula Meeks-Wagner 
Business Affairs Associate Manager: Heidi Killeen 
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Genres: Comedy

Categories: Milk, Soft Drinks

lbbonline.com, Thu, 04 Apr 2013 11:09:14 GMT