Laugh your way to stardom – TOMA LECHE.

They say laughter is the best medicine. This summer, milk could be the elixir that might help one lucky Californian win $1,000 and a shot at fame with his or her laugh. Studies have shown milk consumption keeps teeth strong and even prevents cavities, leading to better laughs. To spread this message, the California Milk Processor Board (CMPB) – creators of the ubiquitous GOT MILK? and TOMA LECHE ads – is launching LAUGH YOUR WAY TO STARDOM, a contest that asks Californians of all ages (with teeth!) to submit a 30-second video of their best laugh for a chance to be featured in the next TOMA LECHE commercial, win $1,000 cash and 100 gallons of milk.

“This is a fun opportunity for California milk fans to showcase their pearly whites and to be a star,” says CMPB Executive Director Steve James. “Studies time and time again have shown that milk consumption strengthens teeth and we want to reinforce this message with a fun and creative contest.”

To help capture the best laughs, the CMPB has recruited Latino entertainer and comedian Richard Villa. He will be performing across the state while encouraging Californians to enter the contest during his shows. Partnering with TOMA LECHE (Drink Milk) this summer, Villa is the first Latino to ever host at the renowned Hollywood Improv with his very own Richard Villa’s Refried Fridays show. His performances highlight his Latino roots and the experiences of young first generation immigrants living in the United States.

“Mi abuelita used to say ‘drink your leche mijo’”, recalls Villa. “Now mijo is encouraging you to drink your milk for a chance at money and stardom!”