It’s nearly thirty years since Goodby Silverstein & Partners inserted the simple question, Got Milk?, into popular culture for The California Milk Processor Board (CMPB), and gave cow’s milk a boost at a time when soft drinks and orange juice had stolen its thunder.

Now cow’s milk is under attack from plant-based milks and CMPB has armed itself with a new campaign by agency, Gallegos United, based on two simple words, Get Real. The musical film features Father of the Bride star, Diego Boneta, and exposing the reality behind popular bullsh*t – if people were real.  The CMPB even pokes fun at itself, admitting it took 37 takes for Boneta to perfect the milk splash at the end of the video.

The film aims to appeal to Gen Z, that is wary of the inauthentic and gravitates towards real content that accepts human imperfection and celebrates individuality.

The campaign film will be supported in online video, digital-out-of-home (DOOH), social media, digital audio, podcast and search activations – with 40% of the media budget reaching Hispanic communities.

“Milk has been around for thousands of years as the go-to drink to supply bodies with energy, vitamins and nutrients,” stated Steve James, CMPB executive director. “While digital filters, trends and fads come and go, real milk has been a reliable constant. This campaign is in line with what milk stands for – authenticity. There’s nothing more authentic than wholesome, nutritious, real milk. And we want to celebrate and encourage people to be their authentic selves.”