“Russian Family – Got Milk” opens on a dreary winter’s night. We see a snow-topped Russian cathedral in the background, a block of flats in the foreground. The camera takes us to the dining room of a Russian family, eating soup, with a large aluminium pot on the table. From nowhere we hear the unmistakable voice of the Pillsbury Doughboy™, “How about some fresh baked cookies?”. Doughboy pushes in a huge plate of his frehly baked, chocolate chip cookies. Dad looks up and exclaims in Russian, “”Pillsbury Dough Boy! The Pillsbury Dough Boy has come!” Grandma drops her pot in the kitchen. Everyone takes a bite of the warm, irresistible cookies, hugs and begins to dance around the kitchen.
The celebration comes to an abrupt halt when the horrified mother emerges from the kitchen, screaming “Moloko” (milk in Russian) and shakes an empty milk carton. The music ends, faces drop, mouths clog with warm cookies and once again milk deprivation reins terror on the world. The commercial closes on the shocked face of the Pillsbury Doughboy and, of course, GOT MILK?
Click on the image below to play the video in YouTube (HD)
Russian Family was developed at Goodby, Silverstein & Partners, San Francisco, by creative directors Jeffrey Goodby and Rich Silverstein, art director Stefan Copiz, copywriter Tyler McKellar, account managers Robert Riccardi, Martha Jurzynski, Maria Christensen, and agency producers Tod Puckett and Alex Lind.
Editor was Dylan Tichenor at Spot Welders.
Special Effects/VFX were developed at Phoenix Edit, Effects & Design. Matt Silverman headed up the visual effects team that combined still photograph of daytime Chicago apartment building and Moscow’s St Basil’s Cathdral with 3D matte painting, CG snow, lights, and billboards.
International Andy Awards, 2005 (Silver) for Beverage – Non Alcohol
84th Art Directors Club Annual Awards, 2005 (Silver) for TV: Over 30 Seconds – Single
CLIO Awards, 2005 (Silver) for Beverages/Non-Alcoholic
At the request of California Milk Processor Board and Goodby, Silverstein & Partners all online copies of the ad are being removed, along with any still shots. This is because of the expiry of screening rights. Actors in the video are entitled to be paid as long as their work is being shown.
Got Milk Campaign
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. GOT MILK? gifts and recipes can be viewed at www.gotmilk.com. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.
The Pillsbury brand is part of the General Mills, Inc., portfolio of brands and provides consumer-pleasing refrigerated and frozen baked goods and frozen breakfast products. General Mills is a leading global manufacturer and marketer of consumer foods products. Its U.S. portfolio includes some of the nation’s most popular brands, including Pillsbury, Green Giant, Old El Paso, Betty Crocker, Cheerios, Wheaties and other Big G cereal brands, Colombo, Yoplait, Totino’s and Progresso. For more information, visit the company’s website at www.generalmills.com
You can interact with Doughboy at Add A Little Love, the online destination for all things Doughboy which includes recent television advertisements.