SAN CLEMENTE, Calif., April 1, 2013 /PRNewswire/ -- Did you ever have such a wonderful dream that you hoped it would not end? This is the very subject being addressed in a new advertising campaign by the California Milk Processor Board (CMPB), the creator of GOT MILK? The CMPB is showcasing another occasion during the day to stop and have a glass of milk. The advertiser behind the ubiquitous tagline uses humor in its new ads to encourage consumers to make milk the "bedtime drink" for proper sleep and for positive, lasting dreams. (Photo: http://photos.prnewswire.com/prnh/20130401/LA85733) "Milk has protein rich in tryptophan that can help improve sleep quality," says Steve James, executive director of the CMPB. "As work and home life become more and more hectic, this new campaign aims to have consumers take a pause and establish a nighttime routine with milk. It is the real, simple choice for restful sleep." According to the National Center for Sleep Disordered Research at the National Institutes of Health (NIH), as much as 40 percent of the U.S. population suffers from insomnia, have difficulty staying and/or falling asleep. 1 People who lack proper sleep suffer from sleepiness, irritability and lack of attention span throughout the day. Produced by San Francisco-based advertising partner Goodby, Silverstein and Partners and directed by agency Chairman Jeff Goodby, the CMPB will roll out two, 30-second television spots starting today titled 'Goddess' and 'Flight,' to humorously reinforce how milk is the real and simple drink at bedtime to help with sleep quality. 'Goddess' opens with a dream sequence set in a misty, opulent Grecian swimming pool at night. Suddenly a beautiful woman dressed in a white bathing suit appears and we hear her inner thoughts (in Italian) beckoning the dreamer to follow her into the pool. In the pool, the woman swims beautifully and gives the dreamer seductive looks with her eyes. Then just as the woman is about to surface from beneath the water, a tall, bald, man dressed in the woman's bathing suit surfaces and says, "What? Don't like interrupted dreams? There might just be a drink for that." Then the man walks away and swims into the pool. The spot cuts to salsa music playing over a shot of a glass of milk sitting in a moonlit kitchen, and ends with the ubiquitous tagline, "GOT MILK?"