1stAveMachine Pour a Glass of ‘Tasty Little Truths’ for Latest Got Milk? Campaign

‘Tasty Little Truths’ is the latest installment from US agency Gallegos United and 1stAveMachine in California’s well-known, long-running campaign for the California Milk Processor Board originally launched in 1993.

Directed by Becho & Mab through animation studio Tronco for 1stAveMachine, the campaign indulges in a touch of slapstick humour with four cute, fun executions featuring handcrafted clay characters to show the positive impacts of drinking milk.

Each execution focuses on an individual beneficial fact around drinking milk. In one, a fun, goofy handshake between milk and a heart shows that they make a great team. In another, a wrestling match where milk beats the living sauce out of a bottle of hot sauce – pointing to the fact that milk is a good antidote for spicy foods. In a third, a skinny girl knocks down an alien spaceship after drinking a carton of milk, emphasizing how milk improves muscle strength. In a fourth, an insomniac finally falls straight asleep after drinking a glass of milk, rendering the sheep he’s counting, redundant. And confused.

1stAveMachine executive producer, Peter Repplier commented: “Becho & Mab were so excited when these scripts came in and jumped on the opportunity to bring these vivid and humorous characters to life. Looking at the spots, it’s really hard to believe they started as mounds of clay!”

Very much a celebrated and well- known campaign in California, it is thought that Got Milk? is currently one of the most famous commodity brands and influential campaigns in advertising history.