Hasta La Creative!

There was major media hubbub earlier this year about the death of the “Got milk?” campaign. But while it’s no longer being used nationally by the Milk Processor Education Program (MilkPEP), it’s still very much alive in California, where it originated with the California Milk Processor Board.

And now, Goodby, Silverstein & Partners, which created the legendary tagline back in 1993, is launching new “Got milk?” work in an unusual partnership with Grupo Gallegos, which created the “Toma leche” campaign—and acknowledging that milk sales have been in decline for years.

“Milk is losing relevance, and sales have been in decline as family life and diets have changed,” GSP says. To reestablish milk as the right choice for families, the two agencies have partnered on a campaign “that highlights how a person’s future self is determined by the nutritional choices he or she makes today—starting, of course, with milk.”

The agencies are approaching California as one whole market to deliver bilingual work that appeals to all consumers, regardless of ethnicity. The campaign launched Wednesday with two spots, each airing in English and Spanish, that couldn’t be more different.

“Champion,” directed by Dummy’s Harold Einstein, is an amusingly quirky set piece that takes place in a grocery store. “Brave,” meanwhile, directed by Anonymous Content’s Armando Bo, presents a much more emotional appeal by showing a firefighter rescuing a family.

“It’s time to start addressing the California market on the basis of things we all share,” GSP chairman Jeff Goodby said in a statement. “California consumers are extremely diverse, but when it comes to wanting what’s best for our children and their future, we are one united front. This campaign embraces every parent’s personal desire, which is preparing our children for a successful and healthy future.” Credits below.

CREDITS
Client: California Milk Processor Board
Campaign: Milk Fuels a Better Future
Spots: “Champion,” “Brave”

Agencies: Grupo Gallegos; Goodby, Silverstein & Partners

Executive Creative Director: Jeff Goodby
Chief Strategy Officer: Andrew Delbridge
Chief Creative Officer: Marty Orzio

Creative Directors: Eric Kallman, Kate Catalinac
Associate Creative Directors: Saul Escobar, Curro Chozas
Copywriter: Simon Bruyn
Art Director: Andrew Livingston

—Spot: “Champion”
Head of Broadcast Production: Tod Puckett
Senior Broadcast Producer: Leila Seghrouchni

Production Company: Dummy
Director: Harold Einstein
Director of Photography: Jonathan Freeman
Executive Producer, Line Producer: Eric Liney

Editing Company: Arcade Edit
Editor: Dave Anderson
Assistant Editor: Mark Popham
Producer: Fanny Cruz
Executive Producer: Sila Soyer
Managing Partner: Damian Stevens

Visual Effects, Final Conform: The Mill
Executive Producer: Jo Arghiris
Senior Executive Producer: Sue Troyan
Producer: Adam Reeb
Shoot Supervisor, 3-D Lead Artist: Tara DeMarco
2-D Artists: Timothy Crabtree, Jake Albers
3-D Artists: Lu Meng-Yang, Mike Di Nocco, Matt Neapolitan
Colorist: Greg Reese
Art Department: Jeff Langlois, Ashley Forbito

Music: Butter
Composer: Josh Canevari
Executive Producer: Ian Jeffreys
Senior Producer: Annick Mayer

Sound Design, Effects, Mix: Barking Owl
Sound Designer: Michael Anastasi
Mixer: Brock Babcock
Producer: Whitney Fromholtz
Executive Producer: Kelly Bayett

—Spot: “Brave”
Head of Production: Carlos Barciela
Producer: Valeria Maldini

Production Company: Anonymous Content
Director: Armando Bo
Editing: Luna Post
Editor: Pablo Piriz
Telecine: The Mill

Music:
Original Music Composition: Elias Arts 
Executive Creative Director: Brent Nichols
Creative Director: Dave Gold
Executive Producer: Ann Haugen
Producer: Katie Overcash

Sound Design: TruLove Post
Sound Designer: Gonzalo Ugarteche

Visual Effects: The Mill
Senior Executive Producer: Sue Troyan
Executive Producer: Enca Kaul
Producer: Adam Reeb
Production Coordinator: Kris Drenzek
Shoot Supervisor, 2-D Lead: Bill Higgins
2-D Artists: Steve Cokonis, Robert Murdock, Patrick Munoz, Jale Parsons
3-D Artists: Phil Mayer, Jason Jansky
Colorist: Adam Scott
Art Support: Jeff Langlois, Ashley Forbito

Today is the 30th anniversary of San Francisco's Goodby, Silverstein & Partners, one of the most brilliant creative ad agencies in the history of the business. To celebrate, GSP decided to compile a "30 for 30" list of the best work it has produced across those three decades. "We reached out to a group of distinguished GSP alumni—creatives, strategists, media planners, producers, account leaders and others—and asked them to vote for their 10 favorite things produced at GSP in our first 30 years," the agency explains. All those top 10 lists were then crunched into a master list. The top 10 are ranked in order of popularity, followed by an alphabetical list of the 20 runners-up. "Got Milk?" dominates the top 10, placing three spots there, including the No. 1 overall pick—the classic "Aaron Burr" spot (posted below), which got four times as many votes as any other spot or campaign.

1. California Milk Processor Board, "Aaron Burr" (1993)

To say that "Aaron Burr" won our alumni poll by a landside is a bit of an understatement—it got four times as many votes as any other spot or campaign.

And that makes sense: it was the spot that launched a 20-year campaign and a 20-year client relationship, both of which are tremendous sources of pride for the agency.

Director Michael Bay (well before he was known as a big-time movie director) disagreed as to whether or not the spot should clarify who "Aaron Burr" was before the hero tries to say the name. Bay reluctantly got one shot of the painting with Burr's name—the last shot of the day as the film rolled out, making it potentially unusable. (It was the rollout that created the flashing you see in the spot.)

Producer Cindy Epps remembers looking at Erich Joiner and Chuck McBride and crossing their fingers, hoping it would be enough. It was.

Click through to the 30 for 30 site to see the rest—a great collection of classic work.