Adding a change up to the American Dairy Association’s Got Milk? campaign, Goodby, Silverstein & Partners has created a new campaign focusing on a race of aliens from Brittlelactica who suffer from a “series of horrible health ailments” until they visit earth and discover a special elixer called Da Iry. A TV ad points to a content-rich website that riffs on the supposed problems a diet without milk can cause. Brittelactica is broken into four regions, Insomniastan, PMStonia, Papua Hairthinny and Cavitopi, each suffering from ailments caused from the lack of milk. Each region contains a history and a message from the region’s chancellor. each of whom suffers from his region’s ailment.
The site also contains mission archives which humorously looks into human behavior, a Da Iry translator which is a sort of bad rendition of Subservient Chicken, and videos detailing the discovery of Da Iry. All in all, it’s very nice work. It’s a sister campaign to the recent Cow Abduction campaign. View the TV spot here.
