The Milky Way
Monday, July 31st, 2006
Last Friday, some friends and I went to Dome after work, checking out this 50% discount given to Mandiri Visa cardholders. As we were looking at the menu, like Damar who immediately set his heart – or should I say his stomach? – to chicken fettuccine, while Arif was more of a salmon pizza guy, I was attracted to their avocado-vanilla ice cream mixture. “Mmm, wait,” I said to the waitress. “Would it be possible if you change the coffee into chocolate, not put the milk, and change the vanilla ice cream into chocolate ice cream?” She smiled: “Of course.”
I don’t wanna be one of those people who always special-order at restaurants, saying things like: “Could you cook the noodle with olive oil and keep the basil out of it?” or “I want blue cheese instead of mozzarella on my bruschetta, a little more mushroom but a little less green pepper.” But I can’t help it when it comes to milk and coffee. While coffee gives me caffeine-jitter – don’t you think it’s really funny that a Starbucks-Coffee Bean regular like me is actually allergic to caffeine? Hehehehe, yeah, I think so too – milk is just … how should I put it … yucky? I don’t know why, but every time I catch the smell of a glass of milk, it just makes my stomach unsettled. It’s funny also; if you know the fact that I was born premature and could only consume milk until I was the age of three.
Amidst the fact that I was and am still having a physical rejection towards consuming milk in any form which I could still catch the smell (so you might wanna stop giving me one of those milky candies or even white chocolate), I am a huge fan of the Got Milk commercial and print-ads from the California Milk Board. Have you seen one of these geniusly hilarious advertisements? In one of the TV commercials directed by Michael Bay, a miserable history buff failed to answer a radio station’s trivia question because his mouth was full of peanut butter and he was mumbling the answer unintelligibly, being run out of milk and was unable to wash down the peanut butter in time to win a USD 10,000 cash prize. In another commercial – and this was my personal favorite – a guy was having an after-life experience, thinking he’s in heaven because he was presented with these delicious gigantic chocolate chip cookies in front of him. With a mouthful of cookies, he ran to the refrigerator, finding a dozen of empty milk cartons, choking helplessly because he couldn’t wash down the food, realizing that he was actually in hell instead of heaven. Great sense of humor!
Anyway, the Got Milk campaign is also one of the most heavily celebrity-endorsed campaigns in the advertising industry, spotting the who’s who in the fields of sports, entertainment and media, and even fictional characters from TV and film such us The Simpsons and Austin Powers, posing with their own style but all with a visible milk moustache, each with a monologue that reflects their unique individuality. In a print ad with Kim Cattral – the legendary Samantha of Sex and the City, for example – she was sitting at a bar, with a killer LBD and a martini glass, not with a martini in it, but milk! Celebrity heartthrobs like the star tennis player Andy Roddick and the famous TRL VJ Carson Daly promoted the coolness of drinking milk, while Hillary Duff, posing with a zillion shopping bags in the advertisement, said: “Shop and not drop. 9 essential nutrients active body needs. Perfect for 1-day sales.” And I could help but laughing when I read the Got Milk print-ad with Austin Powers: “What’s my bag? It’s milk, baby, yeah! The calcium in lowfat or fat free milk helps to prevent osteoporosis and keeps my bones strong. So I can keep my mojo working overtime. Oh, behave.”
You must be wondering why the U.S. Government is actually spending a huge amount of money in this Got Milk campaign, hiring everyone from David Copperfield to Jessica Alba, David Beckham to Gisele Bundchen to promote the culture of drinking milk to Americans. As you can read in whymilk.com, America is having a calcium crisis today, with the fact that three out of four Americans don’t get enough calcium in their diets, preferring soft drinks and beer to milk in their daily life. This unhealthy consumption habit also led to a 20-year slump in nationwide milk industry. The Got Milk campaign, which was created by the advertising agency Goodby Silverstein & Partners since 1993 for the California Milk Board, is applauded for its success in resuscitating the sales of milk, by brilliantly promoting that consuming milk is not only the healthy way of living, but also the cool way, after all, everyone from the teenage singing sensation Lindsay Lohan to the star of the O.C. Mischa Barton is doing it.
And as for me, would I start drinking milk? Well, ask me that question again when it starts to taste like freshly squeezed Californian orange, and Brad Pitt and Eric Bana are doing the Got Milk print ad, shirtless ; )





