TV still
Got Milk — Aaron Burr
California Milk Processor Board · 1993
- Agency
- Goodby Silverstein & Partners
- Campaign
- Got Milk
Analysis
A man holds a telephone while his mouth is full in the Aaron Burr commercial. The milk campaign makes an unmet need the center of the story.
Absence demonstrationComic frustration
Why it worked
The close view makes the immediate problem readable. The phone adds a task that becomes harder without the missing drink.
Lesson
Show what customers cannot do when the product is absent.
Image source
© California Milk Processor Board. Shown for study and commentary.
Not affiliated with or endorsed by California Milk Processor Board.