Ad of the Day – March 8 (Huntington Beach)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Grupo Gallegos
  • Location: Huntington Beach, CA
  • Client: California Milk Processing Board
  • Name: “Battle of Positivity – Drink Milk”
  • Category: Film

Why I like it: I love the whimsy, the playfulness, the freedom-from-boundaries that this film indulges in. It’s a “just-ok” idea taken to another level by a great execution (let’s be honest, the idea is a bit thin, as is the brand-linkage-in-the-last-3-seconds technique.) But…every so often a special level of execution alone is enough to get you out of that kind of hole. The music, the color palette, the tension between the hard edges of war and the soft edges of cupcakes and teddy bears, the scale and ambition (they really went all-out, including warships, bombers and beach landings!) It all adds up to an enjoyable minute. So much so that, in the end, your brain “rewards” the entertainment by taking in the message and the sponsor.  It took a lot of work and planning and hard decisions I’m sure, but the end result is soft and fluffy and happy, perfect for a Friday.