The California Milk Processor Board (CMPB), the organization behind the infamous ‘Got Milk?’ campaign, is back with a 2022 update urging people to ‘Get Real.’
Adopting the style of a music video, the short features actor and singer Diego Boneta taking a lighthearted journey through a world where people are unapologetically themselves. The CMPB even pokes fun at itself, admitting it took 37 takes for Boneta to perfect the milk splash at the end of the video.
The campaign will be amplified with online video, digital-out-of-home (DOOH), social media, digital audio, podcast and search activations – with 40% of the media budget reaching Hispanic communities.
Agency: Gallegos United
Client: California Milk Processor Board
Title: Get Real
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