The US$52-million campaign for the National Fluid Milk Processor Promotion Board is giving some magazine readers a sense of deja vu.
The u.s. campaign is from Bozell, New York and features celebrities with milk moustaches, along with the themeline ‘Milk. What a surprise!’
Its familiarity comes from the fact the concept is 20 years old.
From 1976-79, similar ‘Wear A Moustache’ advertising that ran for the Ontario Milk Marketing Board, now Dairy Farmers of Ontario.
The campaign from Ogilvy & Mather, Toronto was created by Gary Gray, then a senior writer.
He was joined on the milk account at o&m by fledgling art director Michael McLaughlin, who is now teamed with Stephen Creet at bbdo.
Gray, now a songwriter and scriptwriter, says many will recall the ‘Wear A Moustache’ jingle that was accompanied by tinny cocktail piano music.
