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Got milk 2.0

April 5, 2007

The California Milk Processing Board’s (CMPB) Got Milk campaign is one of the most enduring and best-loved ad campaigns in history, not the Milk Moustache campaign, but the television work of Goodby, Silverstein and Partners

The mid 1990s campaign with “Planning God”, Jon Steel’s fingerprints all over it, despite being over ten years old, is still loved by planners and creative teams worldwide.

The powerful insight that certain foods are just born to be with milk and consuming these foods without it is perilous, was brilliant and dramatized in some style by great television advertising. 

At the time, it was regarded as AN example of how planning can impact creativity, but over the years has emerged as THE example.

It looks like the campaign has been relegated to the vaults of history as the CMPB comes to terms with a new Internet age.

Goodby gave us a taste of the future with last year’s Cow Abduction campaign, but the  latest work, produced in collaboration with North Kingdom , is something else all together.

It merges the worlds of television advertising, animation and gaming into a cohesive concept that’s stunningly executed.

There’s an amazing level of detail and the attention that’s gone into the work.

Get the Glass may become a  “marker” for the future of the creative internet experience, in the same way that Goodby’s Jon Steel inspired television, now looks like it was the closing chapter of last century’s television age.

For years, the Internet was always playing second fiddle for production dollars to television, but that looks set to change. The level of complexity required in creating an engaging Internet experience demands significant investment, especially as the bar is being raised with video broadband everywhere on the internet and HD in the living room.

The internet’s communication future is no longer about analog “TV on the web”, but instead it needs to embrace multi-disciplinary experiences that exploit the creative potential of internet technologies to their fullest.

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