• April 1, 2013

The California Milk Processor Board (CMPB), is extending its dream-themed campaign for "Got Milk" that promulgates the idea that, because it has tryptophan, milk is good natural sleep aid when you have a drink before hitting the sack. 

The effort, by San Francisco-based advertising partner Goodby, Silverstein and Partners, and directed by agency Jeff Goodby himself, follows an Hispanic market campaign comprising ads showing wild, chromatic dreams that are part of a good sleep night. 

Unlike the Hispanic campaign, which ended with a well-rested dreamer, the new English-language ads show what happens when you don't drink milk before bedtime, or at least take some tryptophan and a few tablets of valerian. The new raft of 30-second television shows the beginnings of great dreams, except the dreams end prematurely. In one, a guy has that great dream where you take off and fly around, except in this one the dream ends when the guy plummets.