There's No PMS in Fairy Tales!


While we don't speak Spanish and can't understand all the words in this California Milk Processor Board commercial, the message is clear: a glass of milk can cheer you up on a bad day. We could use a gallon right about now.

In this commercial, created by Grupo Gallegos and animated by Psyop, a prince saves the day as a Princess' mood reeks havoc across her world. It's a grand gesture and one that's best experience without actually understanding the words. Because if you did, you'd realize the whole thing is a metaphor for the Princess' PMS and how milk lessens that monthly blow.

We far prefer the beauty and similarly beneficial message the commercial delivers without knowing its clinical underpinnings.

But our opinion doesn't matter. CMPB is going all out social media-style with its PMS-focused approach.

Starting Apr.13, Californians can submit a web novela video or a storyboard showing how milk can help alleviate the symptoms of PMS. The submissions must be in Spanish or subtitled. The entries will be judged on presentation, storyline and overall quality to support the campaign's (TOMA LECHE) PMS-fighting health message. The winner of the Web Novela video entry will win $2,000 and the winner of the storyboard entry will receive $1,000.

All well and good but way to trash what could have been a simple, beautiful fairy tale.

by Steve Hall    Apr- 7-09   Click to Comment   
Topic: Bad, Campaigns, Cause, Commercials, Good, Strange   

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"Reeks havoc"? Not unless the milk has soured. I think she "wreaks havoc." I've been doing that all morning.

Posted by: Bart King on April 7, 2009 2:26 PM