New ‘Got Milk?’ campaign will focus on sleep, better dreams and battling insomnia

You may know of the Vitamin D, the calcium and the nutrients that comes with drinking milk, but did you know it can be the perfect pre-bedtime refresher?
The California Milk Processor Board (CMPB) asks would-be dreamers, “Did you ever have such a wonderful dream that you hoped it would not end?”. That’s becasuse the CMPB wants you to make milk the “bedtime drink” for “proper sleep and for positive, lasting dreams”.
“Milk has protein rich in tryptophan that can help improve sleep quality,” says Steve James , executive director of the CMPB. “As work and home life become more and more hectic, this new campaign aims to have consumers take a pause and establish a nighttime routine with milk. It is the real, simple choice for restful sleep.”
The results are from the National Center for Sleep Disordered Research at the National Institutes of Health (NIH), which stated as much as 40 percent of the U.S. population suffers from insomnia, have difficulty staying and/or falling asleep. The center continues to say that people who lack proper sleep “suffer from sleepiness, irritability and lack of attention span throughout the day”.
Now the CMPB joined with the San Francisco-based advertising partner Goodby, Silverstein and Partners and directed by agency Chairman Jeff Goodby , to produce two 30-second television spots starting today titled ‘Goddess’ and ‘Flight’.
The first ad ‘Goddess’ will open with a dream sequence set in a “misty, opulent Grecian swimming pool at night” according to the press-release. This is then interrupted when “a beautiful woman dressed in a white bathing suit appears and we hear her inner thoughts (in Italian) beckoning the dreamer to follow her into the pool”.
It is at this time that while ,”in the pool, the woman swims beautifully and gives the dreamer seductive looks with her eyes. Then just as the woman is about to surface from beneath the water, a tall, bald, man dressed in the woman’s bathing suit surfaces and says, ‘What? Don’t like interrupted dreams? There might just be a drink for that’.
The second ad ‘Flight,’ opens with a “man running through a park” when he soon realizes that he is “gradually lifting off the ground and he miraculously finds himself in flight. He cruises through the clouds, over the landscape below. A woman dressed in 18th century garb picnics in the park, adding to the illusion of the possibilities and incongruities in dreams. She looks up in awe, while other couples stop to take notice of the grown man flying above them. The flying man soars through the air, eventually being overtaken by a gaggle of geese in a flying “V” formation, at which point the dreamer hears someone say, ‘pssst’.”
Once again the dream is interrupted, this time with a goose saying, “Hey, this dream could have gone on longer if you’d just had a certain drink before bed, but you didn’t, Sooo….” and the man drops out of site.
“Love fantasies and flying are two of the most common dreams people have,” says Goodby. “We wanted to bring these fantasies to life in a funny way to bring the message home: without the proper nighttime routine with milk, consumers may not be able to fully realize their dreams.”
At the end of the series of campaigns and on signs there will be a number you can call for a dedicated “sleep hotline” at 1-855-MILK-ZZZ. Consumers can choose from a series of options to help them go to bed – from the world’s most boring man reciting the number pi, to hearing a lullaby, to listening to the soothing chants of a meditating monk, among others, all brought to them by “the bedtime drink, GOT MILK?”

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