February 25, 2014 Leave a comment
Yesterday, the Milk Processor Education Program announced that it was dropping the long-running “Got Milk?” slogan in favor of the somewhat dubious “Milk Life” tagline. “Got Milk?” was first introduced by the California Milk Processor in 1993, and was adopted nationally in 1995. “Got Milk?” ads featuring celebrities with milk mustaches became ubiquitous, and “Got ____?” became a sort of stand-in catch phrase.
The introductory “Got Milk?” TV spot debuted on October 29, 1993, and is often considered one of the best ads of the 1990’s. Created by Goodby, Silverstein & Partners and directed by Michael Bay, it starred an incredibly hapless man. He’s a history buff whose home is filled with artifacts related to the duel. By sheer happenstance, he’s called by a radio station whose contest question asks who shot Alexander Hamilton in the duel. Unfortunately for our unlucky protagonist, he is in the middle of eating a peanut butter sandwich with no milk to wash it down, and his muffled “Aaron Burr” response isn’t recognized. No $10,000 for him. Hilarity and horror. Classic.