Want Positive Dreams? There May Be A Drink For That
The second spot, 'Flight,' opens with a man running through a park. Suddenly, the man realizes that he is gradually lifting off the ground and he miraculously finds himself in flight. He cruises through the clouds, over the landscape below. A woman dressed in 18 th century garb picnics in the park, adding to the illusion of the possibilities and incongruities in dreams. She looks up in awe, while other couples stop to take notice of the grown man flying above them. The flying man soars through the air, eventually being overtaken by a gaggle of geese in a flying "V" formation, at which point the dreamer hears someone say, "pssst." The goose to his right turns and speaks and says, "Hey, this dream could have gone on longer if you'd just had a certain drink before bed, but you didn't, Sooo...." We see the man instantly drop out of sight towards the earth, while the goose watches. Then the spot cuts to salsa music playing over a shot of a glass of milk in a moonlit kitchen, and ends with the ubiquitous tagline, "GOT MILK?".
"Love fantasies and flying are two of the most common dreams people have," says Goodby. "We wanted to bring these fantasies to life in a funny way to bring the message home: without the proper nighttime routine with milk, consumers may not be able to fully realize their dreams."
In addition to the television spots, on April 22 nd the CMPB will unveil digital bus shelters in San Francisco that would 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-ZZZ. 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 YouTube to remind consumers that, "It's time for the bedtime drink."To view the new GOT MILK? spots and to learn more about the nighttime benefits of drinking milk, visit www.gotmilk.com About the CMPB The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. Awareness of GOT MILK? is over 90% nationally and it is considered one of the most important and successful campaigns in history. GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995. The CMPB's Spanish-language campaign began in 1994 using the tagline "Familia, Amor y Leche" (Family, Love and Milk). The TOMA LECHE (Drink Milk) campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences. GOT MILK? gifts and recipes can be viewed at www.gotmilk.com and www.tomaleche.com. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture. 1 http://www.sleepfoundation.org/article/sleep-related-problems/insomnia-and-sleep SOURCE California Milk Processor Board
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