It pays to laugh with milk.

Many people say laughter is the best medicine, but it’s even better when it pays! Steve Josefson from Sherman Oaks just won $1,000 and 100 gallons of milk in TOMA LECHE’s Laugh Your Way to Stardom contest.

“I thought I had a good shot at the contest,” says 30-year-old Josefson. “I love to laugh, but I never thought my laugh would make me a star!”

To support the re-launch of TOMA LECHE’s ‘Laughs’ commercial this month on Spanish-language TV and to encourage California Latinos to drink milk for healthy teeth, the California Milk Processor Board (CMPB) – the creators of GOT MILK? – held the Laugh Your Way to Stardom contest this past summer. Californians were encouraged to submit a video of their best laugh. The winner would be featured in the next TOMA LECHE commercial and would take home $1,000 cash and 100 gallons of milk.

“I’m never going to run out of milk,” says Josefson, referring to the 100 gallons he won. “But in all seriousness, I’ve been a milk drinker all my life and the commercial and prizes are just the icing on the cake.”

To help capture the best laughs, the CMPB recruited Latino entertainer and comedian Richard Villa to perform at comedy clubs across the state while encouraging patrons to enter the contest during his shows. Villa is the first Latino to ever host at the renowned Hollywood Improv with his very own Richard Villa’s Refried Fridays show.

“It’s an honor to be a part of this campaign,” says Villa. “I had a great time making people laugh and for Steve (Josefson), it certainly paid off.”

Produced by CMPB advertising partner Grupo Gallegos of Long Beach, the new commercial will run for four weeks starting Nov. 19. Revealing Josefson’s winning laugh, the 30-second spot also highlights one of milk’s key benefits: drinking the “wonder tonic” strengthens teeth and prevents cavities.

This new commercial will run in conjunction with the re-launch also on Nov. 19th of the original 30-second TOMA LECHE ‘Laughs’ ad. The spot introduces an island where everyone giggles about everything, even during unfortunate and unexpected situations. Natives attribute their great laughs and teeth to milk.

“While GOT MILK? has always been at the forefront of creative television advertising, we’ve never featured a milk fan in any of our ads, English or Spanish,” says CMPB Executive Director Steve James. “We are grateful for the support Californians have given us over the years and this commercial is certainly one way to show our appreciation.”