By Robert Goldrich

LOS ANGELES --

While the California Milk Processor Board’s (CMPB) “got milk?” commercials out of Goodby, Silverstein & Partners, San Francisco, have attained deservedly high profile industry status over many years, the work being done on the Hispanic side for that same client only began gaining momentum in 2005. That’s when Long Beach, Calif.-based agency Grupo Gallegos landed the account and decided to create campaigns more in line with the light-hearted tone and special brand of humor that Goodby had been so successful with.
    While the Grupo Gallegos work clearly targeted the Hispanic market and was distinctly different creatively from the Goodby fare, there was a consistency in brand personality across the English and Spanish-language divide. SHOOT chronicled that notable Grupo Gallegos work such as the package of comedy spots in 2006 in which the positive effects of milk on certain communities and families were showcased. Among them were the ads “Amazing Contortionist” featuring a family of circus performers who exhibit amazing anatomical flexibility thanks to milk, and “Teeth” in which milk has strengthened people’s choppers to the point where they can chomp down and carry heavy objects all over the city. The campaign tagline was “Toma Leche” (“Drink Milk”).
    The next year, SHOOT covered three more “Toma Leche” spots, including “Dream Town” and “Laughs.” The former took us to  fantasy land where people get whatever luxury/sports cars they desire, there are numerous lottery winners, and a man has an eye on the back of his head so that he can be attentive to wife and baby in the foreground while watching sports on TV in the background–in short, everybody’s dream comes true. In the last scenario, we see a teen boy drinking a glass of milk before going to bed. That’s because milk helps everyone get a good night’s sleep and the better you sleep, the better you dream. As he nods off, we see four young, hot-looking, swimsuit-clad women singing him a lullaby in his bedroom–ah, sweet dreams.
    “Laughs” puts us on an island where all the inhabitants are laughing no matter what the circumstance. A woman chuckles uncontrollably during childbirth, people at a funeral laugh while standing around a casket. Two vehicles collide, an accident that causes both drivers to laugh. On this island, milk is essential because it not only gives you a sunny disposition but also healthy teeth, which you can flash while laughing.
    Then in early ’08, Grupo Gallegos gave us its “Leyendas” (“Legends) campaign centering on fables with spots such as “Elfo” (“Elf”) and “Bruja” (“Witch”). In “Bruja,” for instance, we see a broom-riding witch chasing off frightened children and turning them into pigs. Legend has it that scaring the townspeople is a monthly ritual for the witch. But during this particular trip, she decides to drink a glass of milk. The witch’s demeanor then magically transforms, causing her to spread good deeds instead of fear among the townspeople. The ad ends with a tagline stressing one of milk’s key health benefits: “The calcium in milk reduces PMS symptoms. Toma Leche.”

Discrepancy
    Yet for all this stellar work, something was amiss as there was a glaring inconsistency online for the CMPB. The “Toma Leche” campaign and its health initiatives were housed on www.gotmilk.com, where information was translated from English to Spanish. There was a mainstream English site with no Spanish-language counterpart–until late last month. On May 28, to further engage Latinos not only on TV but online, the CMPB launched its first-ever Spanish-language website, www.tomaleche.com, created by Grupo Gallegos.
    “The decision was made a year ago to have a website in Spanish, not just a translation,” related Juan Oubiña, creative director of Grupo Gallegos. “I think this reflects the fact that the Hispanic advertising and marketing sector has progressed significantly. It’s a major step and we’re proud to be a part of this breakthrough.”
    Oubiña identified a couple of prime creative challenges–one, fashioning a site that had a long-term life. “We didn’t want to tie the site entirely to our current campaign because that could change in a year or a little further down the road. In that case, your site is only good for a year and needs a major overhaul. Our goal was to have elements that could be updated and advanced, with the site designed to have a life of at least five years.”
    The other main challenge, he continued, was making sure that the site appeals to and is relevant to mothers of young children.
    Towards both ends, Grupo Gallegos made milk an integral performer on the site. Upon entering www.tomaleche.com, visitors are introduced to the world of the milk man who makes his rounds delivering milk throughout the city. His stops include varied animated worlds–the town school where online users can learn about milk’s health benefits for strong bones, teeth and muscles; a restaurant where recipes can be accessed; and even a movie theater to view past and present “Toma Leche” TV spots. The site’s animated worlds were created and produced by London-based studio Pesky with Claire Underwood serving as chief animator. Hanrahan, also in London, was the live-action production house.

Fabled work    While the milk man is a centerpiece that isn’t tied directly to the current “Toma Leche” TV campaign, another site element is linked specifically to the aforementioned “Leyendas” or fables package. There are Spanish-language children’s stories–illustrated by noted artist Evgeni Tomov–on and exclusively written for the site. This offers an element whereby moms can connect with their kids. Parents can print out the stories with a home printer and the illustrations are designed in coloring book format to engage pre-schoolers and school-age children.
    In the story titled “Duendes” (“Elves”), children learn that by drinking milk everyday, they too could grow up to be tall and strong, just like the elves have done in the tale. And in the story “Medusa,” the legendary Greek mythology figure–who turns men into stones with her gaze–is transformed into a beautiful princess with strong nails and teeth, and soft, lovely hair–thanks to milk.

Client POV    CMPB executive director Steve James explained, “Families have often told us how difficult it is to find information and stories written in their native tongue. We want to take advantage of the new website to bring Latino families together with these children’s stories, while still introducing them, especially kids, to the health benefits of drinking milk.”
    Of the decision to launch www.tomaleche.com, James simply said, “It’s time. Because the Hispanic population in states like California is constantly changing and growing, we want to have a website that speaks the language and the culture of many Latinos. This is a website we hope Spanish-speaking audiences will enjoy and learn from.”
    Oubiña noted new recipes, new research about milk’s benefits, ongoing news of events and more children’s stories are in the offing for the site, meaning that there will be a consistent flow of fresh content to help ensure that visitors return.
    He added that at press time Grupo Gallegos was working on an ambitious online campaign to help drive traffic to the site.
    And for those who speak Spanglish, there are cross links between gotmilk.com and tomaleche.com.
    The Grupo Gallegos creative team on tomaleche.com consisted of Oubiña, copywriter Edgar Hernandez, art director Paula Oliosi, interactive director Sebastian Djain, product manager Veronica Chijner and developers Marcelo Abosch, Juan Casas and Violeta Ignatti.
    “As a creative, the new site is very gratifying because it reflects the importance of not only the Hispanic market but also the importance of the Internet to the Hispanic market,” observed Oubiña. “My hope is that this sparks more creative endeavors online by other agencies and clients.”

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