California Milk Processing Board produced a classic ‘Got Milk’ television commercial, “Birthday” in 2003. A boy and his father are on their way to a birthday party, traveling through the rain. The boy’s carrying a gift . “Stop!”, he calls from the back seat of the car, in time to save the life of a dog crossing in front of the car. They walk the last part of the journey in the rain, father carrying the umbrella. “Wait!”, the boy says, in time to avoid being crushed by a falling tree.
At the party the boy creepily tells everyone not to eat the cake. They blithely ignore him and tuck into the chocolate cake. Their happiness is deeply disturbed by the sounds of a scream from the kitchen. The hostess runs into the dining room with an empty milk carton. The super: “Got Milk?”
“Birthday” was developed at advertising agency Goodby, Silverstein & Partners, San Francisco, by creative Directors Jeff Goodby and Rich Silverstein, copywriter Colin Nissan, art director Sean Farrell, agency producer Cindy Epps.
Editor was Avi Oron, Bikini Editorial, New York.
The boy with sixth sense is played by Cainan Wiebe who has since appeared as Duncan Germaine in The 4400, and as Billy in Black Christmas. The father is played by Sherman Howard. The woman who screams was Melanie Blackwell. The twin party guests were Kylie and Amy Macklin. Kid party guests were Rachel Victoria (in chair), Evan Smith, Nazar Poverlo, Michael Kurliak, Mikhael Speidel. Adult party guests were Jessica Schreier, Mark Burgess, Julie Howgate.
Noam Murro is working with Dreamworks on Douglas Coupland’s “All Families Are Psychotic“, with Elevation Filmworks on Stephen Amidon’s Human Capital, and with Warner Brothers Pictures on a remake of Alfred Hitchcock’s 1951 adaptation of Patricia Highsmith’s Strangers on a Train. His first venture into feature directing was with Dreamworks’ The Ring 2 in 2003 – 2004 but ended with Murro pulling out due to creative differences.