In a pathetic follow up to the once great “Got Milk?” campaign from Goodby Silverstein many years ago, the California Milk Processor Board now wants people to imagine a world in which things are just as “real” as milk. The latest campaign from its current agency, Gallegos United, features Mexican actor and singer Diego Boneta doing dumb things. We are assured by the agency that “It can’t just play to cliches or trite things. It has social currency. In this case, we’re coming off the cancel culture and people wanting authenticity and to be their real self and show up. So there’s this awesome synergy between milk as a real beverage and people wanting real in their life. It’s a fun place to play.” Hey Gallegos, I have no fucking idea what the hell that load of old cobblers means.
We don’ need no stinkin’ milk!