After over twenty years, the iconic “Got Milk?” campaign — which has featured dozens if not hundreds of celebrities awkwardly sporting what appears to be Elmer’s Glue on their top lips — is being retired. Created in 1993 by the advertising agency Goodby, Silverstein & Partners, “Got Milk?” is being replaced by a new campaign, “Milk Life,” amid declining sales. I, for one, thoroughly disapprove of this because CHANGE = BAD. The Huffington Post writes:
Sal Taibi, president of Lowe Campbell Ewald, the advertising firm behind the new “Milk Life” ads, explained the idea behind the new campaign in an email to The Huffington Post.
“In the past, we have been saying that everyone needs to drink milk,” Taibi wrote. “Now, we are showing what milk does for you.”
“Milk Life” sounds like a direct play on “Thug Life,” which, going by the wholesome nature of the campaign, I cannot imagine was intended. But who knows, maybe they meant to parody a cultural movement started by a hip-hop group whose founding member was slain in violence. You can’t rule it out.