Timed to the back-to-school season, the campaign reminds parents that nutrition plays a critical role in helping set kids up for a successful day at school. Because while zombies might not be real, dairy milk’s brain health benefits certainly are. The campaign leans into whole milk’s actual nutrients, including healthy fats, choline, B12, and iodine, which support kids’ focus and cognitive development.
Emulating the classic framework of personal injury attorney ads, the PSA opens with John Morgan addressing the camera as if he’s delivering a typical legal commercial. He then speaks to the nutritional benefits of whole milk and its role in fueling a healthy brain for child development, emphasizing that healthy brains are especially appetizing to zombies. A zombie appears in the background, prompting John Morgan to deliver a tongue-in-cheek legal pitch to the audience, stating that zombies don't stand a chance against kids who drink whole milk.
"New sneakers and laptops are cool, but we think what's inside the lunchbox deserves the spotlight when it comes to back-to-school," said Josh Braithwaite, Managing Director of Creative at GALE. “We took sound logic—the healthy fats in whole milk support kids’ brain development—and added humor, zombies, '90s-inspired creative, and a partnership with John Morgan to ‘get you the compensation you deserve’ to keep whole milk top-of-mind in an unexpected way."
The campaign extends beyond social media to HEY-MILK.com, where parents can claim their “compensation”: a fun t-shirt designed to keep whole milk top-of-mind.
“Back-to-school is an incredibly busy time for parents, so we wanted to deliver our message in a way that’s hard to ignore,” said Miranda Abney, Vice President of Consumer Marketing at MilkPEP. “Partnering with John Morgan let us use humor to remind parents that whole milk is an affordable, nutritional fridge staple.”
CREDITS
Agency: GALE
Creative Managing Director: Josh Braithwaite
Group Creative Director: André De Castro
Creative Director: Ali Eng
Associate Creative Director: Ana Miraglia
Senior Designer: Kristin Goulet
Executive Producer: Jeremy Mack
Senior Producer: Lizzy Lehn
Associate Producer: Natalia Ortiz Potes
Business Lead, Client Partner: Alison Stelzer
Senior Engagement Lead, Client Partner: Abbey Koma
Director, Marketing Strategy: Matt Lang
Director, Marketing Strategy: Abby Guthrie
Manager, Brand Strategy: Molly Barth
Consultant, Influencer: Alexis Parente
Associate Video Editing Director: Todd Bevan
Video editor: Brendan Day
Motion Designer: Danyelle Elysee
Motion Designer: Lisa Jeong
Consultant, Post Producer: Wendy Linton
Consultant, Video Editor: Kent Ng
Director, Public Relations: Lauren Balsano
Associate Director, Public Relations: Topanga Hocket
Senior Associate, Community Management: Raegan Mansfield
Director, Project Management: Michael Moscardini
Program Manager, Project Management: Aiza Umar
Director, Media Planning: Leigh Grinberg
Associate Director, Media Planning: Maddie Follis
Senior Studio Designer: Alexandra Panova
Senior Studio Designer: Dwain Jones
PARTNERS:
Production Company: Droptree
Colorist: Erica Arroyo
Sound Mixer: Christian Laszlo
Creative Managing Director: Josh Braithwaite
Group Creative Director: André De Castro
Creative Director: Ali Eng
Associate Creative Director: Ana Miraglia
Senior Designer: Kristin Goulet
Executive Producer: Jeremy Mack
Senior Producer: Lizzy Lehn
Associate Producer: Natalia Ortiz Potes
Business Lead, Client Partner: Alison Stelzer
Senior Engagement Lead, Client Partner: Abbey Koma
Director, Marketing Strategy: Matt Lang
Director, Marketing Strategy: Abby Guthrie
Manager, Brand Strategy: Molly Barth
Consultant, Influencer: Alexis Parente
Associate Video Editing Director: Todd Bevan
Video editor: Brendan Day
Motion Designer: Danyelle Elysee
Motion Designer: Lisa Jeong
Consultant, Post Producer: Wendy Linton
Consultant, Video Editor: Kent Ng
Director, Public Relations: Lauren Balsano
Associate Director, Public Relations: Topanga Hocket
Senior Associate, Community Management: Raegan Mansfield
Director, Project Management: Michael Moscardini
Program Manager, Project Management: Aiza Umar
Director, Media Planning: Leigh Grinberg
Associate Director, Media Planning: Maddie Follis
Senior Studio Designer: Alexandra Panova
Senior Studio Designer: Dwain Jones
PARTNERS:
Production Company: Droptree
Colorist: Erica Arroyo
Sound Mixer: Christian Laszlo
