California Milk Advisory Board shifts focus

California Milk Advisory Board "Return to Real - Pizza" by Deutsch LA.
California Milk Advisory Board "Return to Real - Pizza" by Deutsch LA.

After a decade of happy cows, Deutsch LA helps the board get "real"

For more than 10 years, the California Milk Advisory Board has run the "Happy Cows" campaign on behalf of the dairy farmers the organization represents. The videos feature talking cows, such as Californian cows acting nonchalant about an earthquake.

"Return to Real" is the new campaign for the board by Deutsch LA, with a focus on food and where it comes from. Each spot begins with showing dairy's contribution such as gooey cheese on a grilled cheese  sandwich or butter on a baked potato.

A cheesy voiceover describes how delicious the meal is with dairy. A farmer interrupts the voiceover, accepting the appreciation for dairy products.

This campaign continues a trend among informed consumers who want to know more about where their food comes from.

Campaign credits

Client: California Milk Advisory Board
Agency: Deutsch LA
Chief Creative Officer, North America:
Pete Favat
Executive Creative Director: Paul Keister
Executive Creative Director: Tom Adams
Creative Director / CW:  Jeff Bossin
Sr. Art Director: Paulo Cruz
Director of Integrated Production: Vic Palumbo
Executive Integrated Producer: Megan Meloth
Integrated Producer: Mariana Perin
Music Director: Dave Rocco
Group Account Director: Erik Petersen
Account Supervisor: Mel Smith
Assistant Account Executive: Cassie Pappas
Account Planning:
Chief Strategy Officer: Colin Drummond
Executive Planning Director: Jeffrey Blish
Group Planning Director: Thas Naseemuddeen
Director of Integrated Business Affairs: Abilino Guillermo
Senior Business Affairs Manager: Denise Wright
Director or Broadcast Traffic: Carie Bonillo
Broadcast Traffic Manager: Sarah Freeark
CEO, North America: Mike Sheldon
President, Los Angeles: Kim Getty
Live Action Production Company: Uber Content
Director: Daniel Strange
Director / DP: Kramer Morgenthau
Executive Producer / Owner: Preston Lee
Executive Producer / Owner: Phyllis Koenig
Senior Executive Producer: Steve Wi
Line Producer: Alexandra Lisee
Bidding Producer: Adam Litt
Staff Production Manager: Anne Vega
Editorial Company: NO6 Editorial
Editor: Chan Hatcher
Executive Producer: Crissy DeSimone
Producer: Kendra Desai
Producer: Yole Barrera
Post/VFX Facility: No7 Finishing
Finishing Engineer: Verdi Sevenhuysen
Track name: Grilled Cheese; Baked Potato, Pizza
Composed by: Travis & Maude
Creative Director: Dave Wittman
Executive Producer: Kala
Track name: Smoothie
Composed by: ELIAS
Executive Creative Director: Vincenzo LoRusso
Creative Director: Michael Goldstein
Executive Producer: Vicki Ordeshook
Head of Production: Katie Overcash
Producer: Nora Mindell

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