A submarine fires rubber ducks instead of torpedoes, which end up floating near a shoreline where young beach-goers enjoy the buoyant toys.
A machine gun mounted on a helicopter spews forth rubberized cupcakes in rapid-fire fashion, providing an offbeat, fun treat for customers at an outdoor cafe.
Clowns parachute into a village.
Blue rubber horse-like creature toys are fired into a crowd as part of offshore bombardment from a war boat.
Soldiers attack a town, firing water guns at its inhabitants.
Other soldiers hand out flowers to their “combatants.”
A bombardier drops a teddy bear on a town; the bear detonates, triggering an onslaught of helium-filled balloons which together form a giant teddy bear across the sky.
Finally, we’re returned to the real world where a boy is fast asleep in bed, holding his teddy bear. Other toys, including a solider and aircraft, rest on an adjacent night stand. A parent walks away from the darkened bedroom
A parting product shot shows warm milk being poured into a glass as a couple of supered messages appear on screen, which read, “Duermes Bien” (Spanish for “Sleep Well”) followed by “Suenas Bien” (“Dream Well”).
Finally the California Milk Processor Board (CMPB) slogan appears, “Toma Leche” (“got milk?”).
Campaign context
Titled “Battle,” this Spanish-language spot targeting the U.S. Hispanic market came out of Huntington Beach, Calif.-based ad agency Grupo Gallegos. “Battle” is one of two similarly themed TV spots in the campaign, the other being “Pinata Cars” in which we’re thrust into an other worldly sight of two automobiles, which are constructed like pinatas, meeting in a head-on collision, resulting in an eruption of candy on a city street as children collect the spoils. However, rather than satisfy her sweet tooth with candy, one little girl is crying, seemingly feeling left out of the party. Not to worry as a glass of milk and a piece of cake find their way to her. The action then cuts back to reality where we see a woman in deep slumber as she enjoys her sweet dream and return to childhood.
Both “Battle” and “Pinata Cars” were directed by Armando Bo and Andres Salmoyraghi via Bo’s production house Rebolucion in Buenos Aires, Argentina, and Sao Paulo, Brazil. (Bo is handled stateside by production company Anonymous Content.) Carlos Barciela, director, broadcast production for Grupo Gallegos, noted that the spots entailed big production, many extras and complex logistics, lending themselves to two directors rather than just one to realize the campaign’s full potential. Pablo Buffagni, chief creative officer at Grupo Gallegos, noted that the directors’ treatments reflected the added value they could bring to the concepts.
Buffagni added that while the TV spots are high-profile components of the campaign, both are deftly supported by radio ads as well as digital and social media. He noted that strategically the overall campaign is designed to raise awareness about how drinking milk prior to bedtime promotes quality sleep and how a restful night can lead to positive dreams. The premise is a follow-up to the California Milk Processor Board initiative The Master of the Glass Half Full, a guru who swears by the powers of milk for a positive and healthy lifestyle (www.facebook.com/ElMaestroDelVasoMedioLleno).
While Buffagni has been with Grupo Gallegos for just 10 months, he related that the agency has a long track record with the client and English-language mainstream agency Goodby, Silverstein & Partners on the account. This has translated into Grupo Gallegos’ take on the iconic “got milk?” slogan ringing true in the Hispanic marketplace.
