There is a lot of talk about the benefits of not drinking dairy milk. And plant-based milks are seen as new, trendy and part of the wellbeing movement as well as being traditional drinks in many of the US’ diverse cultures. All of this has given the California Milk Processor Board a greater challenge than it has ever had. Once upon a time, its rivals were juice and fizzy drinks – which are hardly nutritional equals.

Californian agency, Gallegos United, and 1stAveMachine were given the job of making a new Got Milk? campaign that would make an impact. Got Milk? has been running since 1993.

The result is Tasty Little Truths, which adds a touch of slapstick humour to clay character animations to make the positive impacts of drinking milk stand out. The films in the campaign were directed by Becho & Mab through animation studio, Tronco for 1stAveMachine.

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, milk beats the living sauce out of a bottle of hot sauce in a wrestling match, which points to the fact that milk is a good antidote for spicy foods.

https://youtu.be/AM-SN8JiUiA

In a third, a skinny girl knocks down an alien spaceship after drinking a carton of milk, emphasizing how milk improves muscle strength.

https://youtu.be/yfcmqYJgScQ

In a fourth, an insomniac finally falls asleep after drinking a glass of milk, rendering the sheep he’s counting, redundant – and confused.

https://youtu.be/lfBA6eRj2MM

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.”

Credits

Advertising Agency:  Gallegos United

President & Chief Creative Officer: Harvey Marco

President, Chief Strategy & Engagement Officer: Andrew Delbridge

Executive Creative Director: Dino Spadavecchia

Creative Director: Sharon Cleary

ACD & Art Director: Aaron Onsurez

ACD & Copywriter: Jeb Quaid

AD & Type Designer: Arthur Amiune

Head of Production: Harry Lowell

Senior Producer: Valeria Maldini

Group Account Director: James Kulp

Account Supervisor: Carol Carlos

Director of Communications Planning: Angel Xie

Director of Strategy: Catarina Goncalves

Social Media Director: Aldo Chuc

Production Company: 1stAveMachine

Partner & Executive Producer: Sam Penfield

Executive Producers: Peter Repplier & Michaela McKee

Head of Production: Christos Mountzouros

Post Producer:  Malu Rodriguez

Service Production Company: Tronco

Executive Producer: Leticia Christoph

Director: Mab Bergara & Becho Lo Bianco

Line Producers: Mercedes Serrano & Valeria Gigli

Assistant Director: Victoria Ripoll & Rafael D’Andrea

Studio Involved: Can Can Club

Pitch Creative: Sole Torres, Flora Camilleri, Belen

Character Design: Mab & Martín Santos

Background Design: Juan Barabani

Types Design: GanzToll

Storyboard Artist: Iván Lublinsky

Production Chief:  Gabriela Robles

Assistant Producer: Susi Mota

Assistant Directors: Victoria Ripoll & Rafael D’Andrea

Stop Motion Animators: Mab & Becho

Stop Motion Animation Assistants: Hernan Bruno & Yarupa

Director of Photography: Sergio Pineyro

Editor: Marcelo Gottifredi

Post-Production Coordinator: Valeria Gigli

Digital Composition Lead: Marcos Pezzani

Digital Composition Team: Rodrigo Vivas, Juan Ignacio Lamonaco & Joaquin García

Music & Sound Design: Papa Music & Papa Post

Colour Grading: Anahí Piccinin

Client: California Milk Processor Board (Got milk?)

Executive Director: Steve James