Got Milk? 532504 226126153 2008-07-16T22:50:34Z 189.124.196.178 {{refstyle|date=July 2008}} '''Got Milk?''' is an [[United States|American]] [[advertising campaign]] encouraging the purchase of [[milk|cow's milk]], which was created by the advertising agency [[Goodby Silverstein & Partners]] for the [[California Milk Processor Board]] in [[1993]] and later licensed for use by milk processors and dairy farmers. It has been running since October 1993. The campaign is credited with putting life back into milk sales nationwide after a 20-year slump. ==History== The ads would typically feature people in various situations involving dry or sticky foods and treats such as [[peanut butter]]. The person then finds himself in an uncomfortable situation due to a full mouth and no milk to wash it down. At the end of the commercial the character would look sadly to the camera and boldly displayed would be the words, "Got Milk?". The first Got Milk? ad, in October 1993, featured a hapless history buff (played by [[Sean Whalen]]) who receives a call to answer a radio station's $10,000 trivia question, "Who shot Alexander Hamilton in [[Burr-Hamilton duel|that famous duel]]?" The man's apartment is shown to be a private museum to the duel, packed with artifacts. He answers the question [[Aaron Burr|correctly]], but because his mouth is full of peanut butter and he has no milk to wash it down, his answer is unintelligible. The ad, directed by Hollywood director [[Michael Bay]], was at the top of the advertising industry's award circuit in 1994. In 2002, the ad was named one of the ten best commercials of all time by a ''USA Today'' poll, and was run again nationwide that same year. It has since been featured in numerous books on advertising and is being used in case studies at top-flight programs around the country. In addition, Got Milk? billboards depicting cookies and sandwiches with a bite out of them (one billboard featured two [[Hostess (brand)|Hostess]] chocolate cupcakes with the words Got Milk? written in icing) and cats with sad looks on their faces. The slogan "got milk?" was licensed to the National Milk Processor Board (MilkPEP) in 1998 to use on their celebrity print ads, which since 1995, included celebrities from the fields of sports, media and entertainment, as well as fictional characters from TV and film such as [[The Simpsons]] and [[Batman]], posing in print advertisements sporting a "milk moustache," employing the slogan, "Where's ''your'' mustache?" According to the [http://www.gotmilk.com Got Milk? website], the campaign has over 90% awareness in the US and the tag line has been licensed to dairy boards across the US since 1995. Got Milk? is a powerful property and has been licensed on a range of consumer goods including [[Barbie]] dolls, [[Hot Wheels]], baby and teen apparel, and kitchenware. The trademarked line has been widely parodied by groups championing a variety of causes. Many of these parodies use a lookalike rather than the actual persons used in the original Got Milk? ads. In 2006, the Got Milk? campaign went after a new [[demographic]] with a series of Spanish-language ''¿Toma Leche?'' (Do You Drink Milk?) ads, in which milk is touted as a "wonder tonic" with muscle and hair building qualities. [http://www.gotmilk.com/fun/toma_leche.html] ==List of endorsers== {{listdev}} {{refimprovesection|date=February 2008}} <div style="-moz-column-count:5; column-count:5"> *[[Gisele Bündchen]] *[[Britney Spears]]<Ref>[http://en.wikipedia.org/wiki/Britney_spears]</Ref> *[[Colin Fox]]actor *[[Ryan Adams]]<ref>[http://www.ryanadams.org/mb.asp?id=181173 Ryan Adams' Fan Site]</ref> *[[Freddy Adu]]<ref name="milkPEPcelebs">{{cite web | url=http://milkpep.org/yearroundmarketing/celebrities.php |title=Celebrity Ads1 |date= [[2008-02-24]] |work= Got Milk}}</ref> * [[Phil Collins]] *[[Andre Agassi]] *[[Christina Aguilera]] *[[Jessica Alba]]<ref>As herself and [[Susan Storm]] in ''[[Fantastic Four: Rise of the Silver Surfer]]''</ref><ref name="milkPEP">{{cite web | url=http://milkpep.org/yearroundmarketing/celebs_archive.php |title=Celebrity Ads |date= [[2008-02-24]] |work= Got Milk}}</ref> *[[Muhammad Ali]] *[[Laila Ali]]<ref>With Muhammad Ali in 2001, part of Dancing with the Stars and solo in 2007.</ref><ref name="milkPEPcelebs"> *[[Jennifer Aniston]] *[[Marc Anthony]] *[[Stone Cold Steve Austin]] *[[Christian Bale]]<ref>As [[Batman]]</ref> *[[Eric Bana]]<ref>As [[The Hulk]].</ref> *[[Tyra Banks]] *[[Benjamin McKenzie]] *[[Mischa Barton]] *[[David Beckham]]<ref name="milkPEPcelebs"/> *[[Joy Behar]]<ref name="milkPEPcelebs"> *[[Yasmine Bleeth]] *[[Drew Bledsoe]] *[[Corbin Bleu]]<ref name="milkPEPcelebs"/> *[[Giselle Blondet]] *[[David Boreanaz]] *[[Peter Boyle]] *[[Tom Brady]]<ref name="milkPEP" /> *[[Zach Braff]] *[[Christie Brinkley]] *[[Tedy Bruschi]]<ref name="milkPEP" /> *[[Gisele Bündchen]]<ref name="milkPEP" /> *[[Bob Burnquist]]<ref name="milkPEP" /> *[[Steve Burns]]<ref>With Blue from [[Blues Clues]]</ref> *[[Amanda Bynes]] *[[James Cameron]] *[[Naomi Campbell]]<ref>First spokesperson to endorse campaign.</ref> *[[Neve Campbell]] *[[Nick Carter (musician)|Nick Carter]] *[[Vince Carter]]<ref name="milkPEPcelebs"/> *[[Kim Cattrall]]<ref name="milkPEP" /> *[[Scott Tatam]] *[[Jackie Chan]] *[[Chris Chandler]] *[[Stockard Channing]]<ref name="milkPEP" /> *[[Michael Chiklis]]<ref>As [[The Thing]] from ''[[Fantastic Four: Rise of the Silver Surfer]]''</ref> *[[Maksim Chmerkovskiy]] *[[Erik Chopin]] *[[Kelly Clarkson]]<ref name="milkPEP" /> *[[Glenn Close]]<ref name="milkPEPcelebs"/> *[[Sasha Cohen]] *[[Monique Coleman]]<ref name="milkPEPcelebs"/> *[[David Copperfield (illusionist)|David Copperfield]] *[[Bob Costas]] *[[Sheryl Crow]]<ref name="milkPEPcelebs"/> *[[Billy Ray Cyrus]] *[[Miley Cyrus]] *[[Marg Helgenberger]]<ref>[http://www.whymilk.com/celeb_marg.php Why Milk? > Milk Mustache Celebrities]</ref> *[[Carson Daly]] *[[Lindsay Davenport]] *[[Terrell Davis]] *[[Jake Delhomme]]<ref name="milkPEP" /> *[[Danny DeVito]] *[[Trent Dilfer]] *[[Brenda Song]] *[[Fefe Dobson]] *[[Hilary Duff]]<ref name="milkPEP" /> *[[Zac Efron]]<ref name="milkPEPcelebs"> *[[John Elway]] *[[Chris Evans]]<ref>As the [[The Human Torch]] from ''[[Fantastic Four: Rise of the Silver Surfer]]''</ref> *[[Chris Evert]] *[[Patrick Ewing]] *[[Donald Faison]] *[[Joey Fatone]]<ref name="milkPEPcelebs"/> *[[Brett Favre]]<ref name="milkPEP" /><ref>One in 1997 with Drew Bledsoe and another in 2004 with Jake Delhomme</ref> *[[Joy Fawcett]] *[[Mary Joe Fernandez]] *[[Jared Fogle]] *[[Matthew Fox (actor)|Matthew Fox]] *[[Dennis Franz]] *[[Daisy Fuentes]] *[[Rulon Gardner]] *[[Kevin Garnett]]<ref name="milkPEP" /> *[[Brad Garrett]] *[[Pau Gasol]] *[[Teddy Geiger]] *[[Sarah Michelle Gellar]] *[[Frank Gifford]] *[[Doug Gilmour]] *[[Ekaterina Gordeeva]] *[[Jeff Gordon]] *[[Lucas Grabeel]]<ref name="milkPEPcelebs"> *[[Kelsey Grammer]] *[[Ioan Gruffudd]]<ref>As [[Reed Richards]] from ''[[Fantastic Four: Rise of the Silver Surfer]]''</ref> *[[Amy Grant]] *[[Melanie Griffith]] *[[Florence Griffith-Joyner]] *[[Rex Grossman]] *[[Mia Hamm]]<ref name="milkPEPcelebs"/> *[[Young Han]] *[[Isaac Hanson]] *[[Taylor Hanson]] *[[Zachary Hanson]] *[[Mariska Hargitay]]<ref>With her son August</ref> *[[Marvin Harrison]]<ref name="milkPEPcelebs"/> *[[Elisabeth Hasselbeck]]<ref name="milkPEPcelebs"/> *[[Matt Hasselbeck]] *[[Tony Hawk]]<ref name="milkPEP" /> *[[Richard Hatch (Survivor contestant)|Richard Hatch]]<ref>Winner Survivor</ref> *[[Patricia Heaton]]<ref name="milkPEP" /> *[[Florence Henderson]] *[[Jennifer Love Hewitt]] *[[Oscar de la Hoya]] *[[Mat Hoffman]]<ref name="milkPEP" /> *[[Julianne Hough]] *[[Curly Howard]] *[[Ron Howard]] *[[Vanessa Anne Hudgens]]<ref name="milkPEPcelebs"/> *[[Elizabeth Hurley]] *[[David Hyde-Pierce]] *[[Iman (model)|Iman]] *[[Joshua Jackson]] *[[LeBron James]]<ref name="milkPEP" /> *[[Elton John]] *[[Kym Johnson]] *[[Brad Johnson (American football)|Brad Johnson]] *[[Angelina Jolie]]<ref>As [[Lara Croft]] from [[Tomb Raider]]</ref> *[[Marion Jones]]<ref name="milkPEP" /> *[[Shirley Jones]] *[[Jason Kidd]]<ref name="milkPEP" /> *[[Nastassja Kinski]] *[[Kiss (band)|Kiss]]<ref>First to use chocolate milk</ref> *[[Beyoncé Knowles]]<ref name="milkPEPcelebs"/> *[[Solange Knowles]]<ref name="milkPEPcelebs"/> *[[Tina Knowles]]<ref name="milkPEPcelebs"/> *[[Lisa Kudrow]] *[[Michelle Kwan]] *[[Terry Labonte]] *[[Ty Law]]<ref name="milkPEP" /> *[[Spike Lee]] *[[Lisa Leslie]] *[[Jonathan Lipnicki]] *[[Brian Litrell]] *[[Jake Lloyd]] *[[Lindsay Lohan]] *[[Joan Lunden]] *[[Bernie Mac]] *[[Andie MacDowell]] *[[Elle MacPherson]] *[[John Mahoney]] *[[Archie Manning]]<ref name="milkPEP" /> *[[Eli Manning]]<ref name="milkPEP" /> *[[Peyton Manning]]<ref name="milkPEP" /> *[[Marilyn Manson (musician)|Marilyn Manson]] *[[Super Mario]] *[[Nikki McCray]] *[[Tracy McGrady]]<ref name="milkPEP" /> *[[Mark McGwire]] *[[A. J. McLean]] *[[Donovan McNabb]] *[[McFly]] *[[Tony Meola]] *[[Al Michaels]] *[[Mike Myers (actor)|Mike Myers]]<ref>Austin Powers</ref> *[[Apolo Anton Ohno]]<ref name="milkPEPcelebs"/> *[[Ashley Tisdale]] *[[Olsen Twins]] *[[Dr. Phil McGraw]] *[[Mandy Moore]] *[[Kate Moss]] *[[Frankie Muniz]] *[[Steve Nash]] *[[Nelly]]<ref name="milkPEP" /> *[[Conan O'Brien]] *[[Masi Oka]]<ref name="milkPEPcelebs"/> *[[Bebe Neuwirth]]<ref name="milkPEP" /> *[[Hayden Panettiere]]<ref name="milkPEPcelebs"/> *[[Michael Phelps]] *[[Rhea Perlman]] *[[Kelly Preston]]<ref name="milkPEP" /> *[[Elvis impersonator|Elvis Presley impersonators]] *[[Freddie Prinze Jr.]]<ref name="milkPEP" /> *[[Sara Ramirez]]<ref name="milkPEPcelebs"/> *[[Trista Rehn]] *[[Tyrone Corbin]] *[[Star Jones Reynolds]]<ref name="milkPEPcelebs"/> *[[Kevin Richardson]] *[[Rihanna]] *[[Pat Riley]] *[[LeAnn Rimes]] *[[Cal Ripken, Jr.]] *[[Joan Rivers]] *[[Doris Roberts]] *[[Andy Roddick]] *[[Dennis Rodman]] *[[Alex Rodriguez]]<ref name="milkPEPcelebs"/> *[[Ben Roethlisberger]]<ref name="milkPEPcelebs"> *[[Joe Rogan]] *[[Ray Romano]] *[[Rebecca Romijn]] *[[Marion Ross]] *[[Isabella Rossellini]] *[[Brandon Routh]]<ref>As [[Superman]]</ref><ref name="milkPEPcelebs"/> *[[Rush (band)|Rush]] *[[Daryl Sabara]]<ref name="milkPEP" /> *[[Pete Sampras]] *[[Paul Shaffer]] *[[Donna E. Shalala]] *[[Brooke Shields]]<ref name="milkPEPcelebs"/> *[[Kimora Lee Simmons]]<ref name="milkPEPcelebs"/> *[[Simple Plan]] *[[Kathy Smith]] *[[Jimmy Smits]] *[[Joss Stone]] *[[Michael Strahan]] *[[Sherry Stringfield]] *[[Erik Per Sullivan]] *[[Sheryl Swoopes]] *[[Raven-Symone]] *[[Jonathan Taylor Thomas]] *[[Ashley Tisdale]] *[[Joe Torre]] *[[Alex Trebek]] *[[Ivana Trump]] *[[Steven Tyler]] *[[Tracey Ullman]] *[[Carrie Underwood]] *[[Alex Van Halen]] *[[Edward Van Halen]] *[[Alexa Vega]]<ref name="milkPEP" /> *[[Meredith Vieira]]<ref name="milkPEP" /> *[[Sela Ward]] *[[Wes Welker]] *[[Tina Wesson]]<ref>Winner Survivor</ref> *[[Reggie White]] *[[Vanna White]] *[[Heather Whitestone]] *[[Serena Williams]] *[[Vanessa L. Williams]] *[[Venus Williams]] *[[Noah Wyle]] *[[Kristi Yamaguchi]] *[[Steve Young (athlete)|Steve Young]] *[[Billy Zane]]<ref>As [[The Phantom]]</ref> *[[Zhang Ziyi]] *[[Christian Bale]]<ref>As [[Batman]]</ref><ref name="milkPEPcelebs"/> </div> ==Fictional Characters depicted in Got Milk Ads== {{unreferencedsection|date=February 2008}} *[[Batman]] (drawn version) *[[Superman]] (drawn version) *[[Avengers (comics)|Avengers]] (drawn version) *Blue from ''[[Blues Clues]]'' *[[Bratz]] Dolls (Yasmin, Cloe, Sasha and Jade) *Contortion Act from ''[[Cirque du Soleil]]'' *[[Cookie Monster]] from ''[[Sesame Street]]''<ref>Not a "milk mustache" print ad</ref> *[[Cosmo and Wanda]] from ''[[The Fairly OddParents]]'' *[[Garfield]] *[[The Incredible Hulk]] (drawn version) *[[Kermit the Frog]] *[[Mario]] *[[Ronald McDonald]] *[[Pikachu]] *[[The Powerpuff Girls]] *[[Bart Simpson|Bart]] and [[Lisa Simpson]] from ''[[The Simpsons]]'' *[[SpongeBob SquarePants]] and [[Patrick Star]] *[[Tommy Pickles|Tommy]], [[Chuckie Finster|Chuckie]], and [[Angelica Pickles|Angelica]] from ''[[Rugrats]]'' *[[Tommy Pickles]], [[Chuckie Finster]], [[Stu Pickles]], and [[Chaz Finster]] from ''[[Rugrats in Paris: The Movie]]'' *[[Spider-Man]] (drawn version) *[[Spider-Girl]] (drawn version) ==In popular culture== The campaign slogan has become an international [[snowclone]], probably because of its simplicity and succinctness. ''[[Friends]]'' character [[Ross Geller]] claims to have come up with the slogan, "Got milk?" None of his friends believe him and he can't prove his claim, concluding, "I should've written it down." In the third segment of the third episode of [[Johnny Bravo]], "Cookie Crisis", Johnny is being pestered by his neighbor Suzy to buy a million and one [[girl scout]] cookies. At the end of the episode he cracks and buys them, breaking the [[fourth wall]] as he turns to the camera and asks "Got milk?" ''[[Scrubs (TV series)|Scrubs]]'' character Dr. [[The Todd (Scrubs)|Todd Quinlan]] (aka The Todd) is seen wearing a shirt bearing the slogan "got milkers?". The ''[[Family Guy]]'' episode [[Holy Crap]] features a parody version of a "Got Milk" ad. In the episode "[[The Thin White Line]]", Brian says the words "Got milk?" after snorting cocaine and looking at himself in the mirror and noticing traces of it on his nose. In the episode [[There's Something About Paulie]], Big Fat Paulie spils milk into [[Peter Griffin|Peter]]'s Pants, who replys "Guess I've got milk". The episode [[Fear of a Bot Planet]] in the first series of ''[[Futurama]]'' also has a parody of the "Got Milk?" ad. Fry, Leela and Bender are sent on a delivery to a planet populated entirely by Human-hating robots, and after Bender is apparently captured by them for Human sympathising, Fry and Leela infiltrate the city in order to rescue him. As they walk through the streets they pass a bill-board with the popular "Got Milk?" slogan on it and underneath that the text "Then you are a human and must be killed". A "Got Protoplasm?" advertising appears in the [[Futurama]] intro. In the [[That's So Raven]] episode "Country Cousins - part 1", Raven comes out of the house in one of her flamboyant outfits, (in this case a [[cowgirl]] outfit with cow prints on) struts a pose and says "Got milk?". An [[Asian pride]] slogan is [[Got rice?]]. When Major League Baseball player Jason Giambi admitted to using performance-enhancing steroids, many New York fans displayed signs at games reading, "Got Juice?" in the same style as the Got Milk ads, a reference to the slang name for the drugs. [[David Zucker]] film ''[[BASEketball]]'' has [[Matt Stone]]'s character Doug Remer squirting [[Robert Vaughn]]'s character Baxter Cain with milk from his nipple while asking "Got Milk?" In an episode of "[[Weekenders]]", a spoof of the ad on the side of a bus reads "goat milk?" next to a picture of a goat. In an episode of Charmed, "Brain Drain" a psyched out Paige says to Phoebe, who is eating a chocolate chip cookie, 'got milk? oooh, don't think so'. In [[Warcraft 3]], constantly clicking the bovine unit Tauren may cause the unit to eventually say "Got Milk?", as milks are mostly produced by bovine animals. ==References== <references /> ==External links== *[http://www.gotmilk.com/ Official website] *[http://www.bodybymilk.com/ Body By Milk] *[http://www.whymilk.com/ Why Milk?] *[http://www.nba.com/milk_rookie/ Got Milk? Rookie Report] *[http://www.gotmilk.com/fun/toma_leche.html Toma Leche?] *[http://www.lfpress.com/newsstand/Opinion/Columnists/Reaney_James/2005/10/30/pf-1284516.html ''Milky Way illuminates Labatt Park''] by James Reaney of ''The London Free Press'', October 2005 *[http://www.aef.com/on_campus/classroom/case_histories/3000 Got Milk? case history] *[http://inventorspot.com/articles/got_milkinventive_marketing_5569 Got Milk? Ad Campaigns From Around the World] by Amy Gifford of InventorSpot.com, 2007 [[Category:Advertising slogans]] [[Category:Dairy farming]] [[Category:Advertising campaigns]] [[de:Got Milk?]] [[pt:Got Milk?]]