Get The Glass Got Milk On TV

California Milk Processor Board (CMPB) has launched “Get The Glass”, a television and online campaign based around a dark, heavily-fortressed fantasy world established to safeguard Earth’s last glass of milk. “We’ve created a place with only one glass of milk, metaphorically speaking,” says California Milk Processor Board (CMPB) Executive Director Steve James. “We want people to imagine what it would be like if milk really was that scarce and how that would change the way we think about it.”

The last glass of milk

‘Get The Glass’ consists of seven TV commercials, including both :30 and 60-second spots, and a sophisticated online board game that allows consumers to take the challenge set out in the commercials. See my separate post on the Get The Glass interactive game site.

Click on the image below to play the video.

‘Get The Glass’ aims to reposition milk as a precious commodity not to be taken for granted. In this campaign consumers get to see milk through the eyes of the ailing Adachi family desperate for milk and its healing powers.

The Glass, the first 60-second spot in the series, opens on a cold, frosted glass of milk enclosed in a refrigerator chamber, heavily watched by security cameras, guards and state-of-the-art robots in a maximum security compound. The Adachis, hiding inside a “disguised” plumbing service van, send-off their ten-year-old son to perform a “mission impossible” style feat. The spot then closes with the now ubiquitous GOT MILK? tagline.

Over the next episodes we see the Adachi family (Walter, Lynn, Melissa and Tad) struggling with the effects of milk deprivation: PMS, under-developed muscles, tooth decay and brittle finger nails.

Help with cavities

Now in its thirteenth year, GOT MILK? has helped sell millions of gallons of milk and become an American icon. The dairy industry spends $150-million annually to support GOT MILK?, including use on those Milk Mustache ads. In addition, GOT MILK? is a hot property licensed on hundreds of products over the last decade.

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The Get The Glass campaign was developed at Goodby, Silverstein & Partners, San Francisco, by co-chairman/executive creative director Jeff Goodby, creative directo/copywriter Pat McKay, creative director/art director Feh Tarty, broadcast producer Michael Damiani, partner/director of account management Robert Riccardi, account director Martha Jurzynski, and assistant account manager Ashley Weber.

Filming was directed by Fredrik Bond, via MJZ, Los Angeles, with director of photography Emmanuel Lubezki, executive producer Lisa Rich, and line producer Line Postmyr.

Help with PMS

Editing was done at Spot Welders by Haines Hall and Jeff Maynard, with executive producer David Glean and producer Marlo Baird.

Original Music and sound design was developed at Beacon Street Studios by producer Adrea Lavezzoli, composers Andrew Feltenstein and Jon Nau, sound designer Brian Chapman.

Music for all spots except for “The Trailer” is from “For You Ann Lill (Dla Ciebie, Anne-Lill) op. 58” , a flute and piano piece by Polish composer Henryk M. Gorecki, recorded for Amiata Records.

Post production was done at Sea Level, Venice, by Fire artist Jim Bohn, assistant combustion artist Matt Lydecker, Inferno artist Brian Buongiorno, executive producer Celest Gilbert and producer Lauren Haggard.

Sound was mixed at Lime Studios by engineer Rohan Young, 2nd Engneer Joel waters and producer Jessica Locke.

Graphics were designed at Buck Los Angeles.

The seven TV ads were launched in California in March and run until December 2007. They will also be offered to dairy boards for distribution across the United States.

Making Of The Glass

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