Everyone Wants to be Milk. It’s the title of a campaign for got milk in California, but it’s also a statement about the explosion of “milk” beverages. What’s so special about real dairy milk that other beverages want to use the name, the campaign wonders.

Everyone Wants to be Milk was created by agency, Gallegos United for California Milk Processor Board (CMPB and creators of the got milk brand) wonders? It makes fun of the plethora of “milk” products, imagining fanciful ones such as bee milk and hot dog milk. Its point is that there is only one true milk, dairy milk.

Everyone Wants to be Milk is running in English, Spanish and multi-language versions as 30-, 15- and 6-second videos in CTV as well as digital and social paid media throughout California. The campaign also includes a 45-second video that will be live on owned social and digital platforms, including gotmilk.com. Towards the end of the year, the campaign will extend to influencer and other digital expressions including an 8-bit digital game.

The new creative is an evolution of the Get Real. Got Milk? campaign, created by Gallegos United, that launched last year in California.

Credits
Client: California Milk Processor Board (got milk)

Creative Agency: Gallegos United
Executive Creative Director: Pepe Aguilar
Creative Director: Cristián Costa
Account Managers: James Kulp & Lainey Murphy
Account Handling: Angelica Rincon
Strategy Director: Bryn Little
Innovation Director: Mark Lainas
Strategist: Alyssa Eldredge

Production Agency: Oak Leaf Productions
President: Daniel Marin
Executive Producer: Ilene Kramer
Director Of Business Affairs: Diane Delisa
Head Of Production: Dave Garcia
Producer: Rob Romero

Animation Studio: Laundry Studios
Executive Creative Director: Tony Liu
Art Director: Chris Armstrong
Executive Producer: James Sweigert
Executive Producer: Matthew Primm
Head of Production: Pip Malone
Producer: Dean Marchand
Line Producer: Ryan Lacen
Producers: Anthony Baldino, Susie Kim & Mihta Garan
Coordinators: Jon Rothstein & Nick Scandura

Music & Sound: Songs For Film & TV
Creative Director: David Fisher
Composer: K.S. Rhoads