GOT MILK? launches animated Spanish-Language TV Spots.

The California Milk Processor Board (CMPB) – creator of GOT MILK? and TOMA LECHE – will launch its first fully-animated spots on Spanish-language television. As part of its 2009 ‘Legends’ campaign, the CMPB will debut two 30-second Spanish-language ads entitled ‘Sad Princess’ and ‘Medusa’ to highlight two benefits of consuming milk: relieving premenstrual syndrome or PMS and strengthening hair. The ‘Sad Princess’ spot highlights how the calcium in milk can help alleviate PMS while the ‘Medusa’ ad illustrates how the proteins in milk can help produce strong, healthy, shiny hair.

“We are excited about this new, breakthrough campaign,” says CMPB Executive Director Steve James. “Animation is not usually used in Spanish-language commercials. However, the sky’s the limit when it comes to animation, which means our creative team was able to tell a story about the health benefits of drinking milk that we couldn’t have shown otherwise.”

This year’s TOMA LECHE ads build on last year’s ‘Legends’ campaign that also used mythical figures. CMPB Long Beach-based advertising partner, Grupo Gallegos, in conjunction with animation house Psyop, produced the ads. Starting today, the 30-second ‘Sad Princess’ ad debuts in Spanish-language TV. The ad opens with a princess who once a month is overcome with sadness in her castle. As she begins to cry, her tears become a tempestuous ocean. Many princes come to the rescue with swords in one hand and chocolates, diamonds and flowers in another, but end up defeated. Only one – clad in white armor – prevails and gets close to the princess. He gets on one knee and produces a glass of milk. The sad princess takes a sip of milk and immediately stops crying. The clouds clear, the sun appears n and the flowers bloom. The ad ends with the tagline stressing one of milk’s key health benefits: “The calcium in milk may reduce premenstrual symptoms. TOMA LECHE.”

“The aesthetic of the spot is unique,” says James. “It looks and runs like an animated motion picture. The CMPB has always been forward-thinking when it comes to creative ways to communicate our positive nutritional messages and we’re thrilled to take it to this new level using the power of animation.”

To bring to life the PMS message in the new ‘Sad Princess’ spot, the CMPB is holding the NO MORE DRAMA WITH TOMA LECHE contest for a chance to win cash prizes. Starting Apr.13, Californians need to submit a Web Novela video no more than three minutes in length or a storyboard of no more than 15 illustrations showing how milk can help alleviate the symptoms of PMS. The submissions must be in Spanish or subtitled. The entries will be judged on presentation, storyline and overall quality to support TOMA LECHE’s PMS-fighting health message. The winner of the Web Novela video entry will win $2,000 and the winner of the storyboard entry will receive $1,000. Entries must be submitted by May 29, 2009 via email (files limited to 8 MB in size) to no****@*****lk.com. For complete contest rules, please visit www.tomaleche.com http://www.tomaleche.com/> .

“We want to engage consumers in understanding how drinking milk can help reduce PMS symptoms,” says James. “Having them create their own stories is a great way to bring this message home.”

On May 6, the 30-second ‘Medusa’ spot will air to educate Latinos on how drinking milk can help them get strong, healthy, shiny hair. The spot explains that the Princess of Velmont is unmarried because of her ugly hair, represented by Medusa’s storied snakes. One day, the king decides to give his daughter in marriage to the man who could tame her horrible locks. While many courageous men unsuccessfully try to fight the snakes off with scissors and other assorted tools, a wise peasant brings a glass full of milk into the castle. The snakes slowly begin to disappear from the princess’s head and are then replaced with lustrous, long, beautiful hair, as she drinks the glass of milk. With this act, the peasant wins the princess’ love, a wedding ensues and everyone lives happily ever after.