The visually impactful work spotlights everyday moments of accomplishment, achievement and enjoyment, showing milk with the latest in graphic and animation technology to bring to life how families who include milk's protein at breakfast make the most of their day.
According to Ad Age "Protein is "really in the news and on consumer's minds," said Julia Kadison, interim CEO of MilkPEP. "But a lot of people don't know that milk has protein, so it was very important to make that connection between milk and protein"
Taibi said his agency started working on a new concept with MilkPEP a year ago. He said the ads are intended to convey the power of protein after you drink milk.
One ad shows a little girl jumping into the pool without any protective gear. Milk gives her the "wings" (and, presumably, the confidence) necessary to make the jump.
"All the ads will use special effects to show the energy you get from milk," said Taibi. "It could be through wings, a parachute or even propellers."
What do you think on the new campaign? Do you like the tagline? Are you going to miss the old "Got Milk" campaign? Tell us in the comment section below.