California Cows Join the Modern Family in Deutsch LA Spot
If you take the time and money to buy organic milk, you have a low-level fondness for cows. You hope they get to eat grass and see sunlight. Those who go to the farmer’s market and ask, “So, are these happy cows?” have a higher allegiance to the gentle beasts.
In their latest campaign, the California Milk Advisory Board wants dairy consumers to take the next step by inviting cows into their homes. “Make us part of your family,” they moo.
But actually they don’t moo. The cows in this campaign are talking California cows, and in the first TV spot, we’re introduced to a teenage gossip cow whose monologue is filled with words like “supes” and “bt-dubs” (meaning super and by the way, respectively). It’s hard to nail teen-talk without seeming contrived and stale, but this cow does a decent job. I’d have to consult my 14-year-old cousin to be sure, but I think this speech matches many middle-school convos. It should, considering the spot is directed by Fred Savage, Wonder Years star and now director and producer for shows like Hannah Montana and Modern Family.
The spot airs this week, accompanied by a making-of video. Though our commentator straddles the line between sensitive dad-type and creative director-stoner, the incredible mechanics he showcases make up for his dazed tone.
Credits and making-of after the jump.
Group Creative Director: Karen Costello
Creative Director: Jeff Bossin
Creative Director: Scott Hidinger
Senior Copywriter: Melissa Langston-Wood
Senior Art Director: Sara Oakley
Director of Integrated Production: Vic Palumbo
Director of Broadcast Production: Victoria Guenier
Senior Producer: Dave Stephenson
VFX Supervisor: Gil Baron
Executive Producer: Robert Owens
Executive Producer: Stephanie Gilgar
Producer: Pip Malone
Coordinator: Anastasia Von Rahl
Audio Post: Lime Studios