CHALLENGE: We needed America to understand the importance of milk at breakfast.

SOLUTION: A Super Bowl commercial that made clear even heroes like The Rock need milk before they can really start their day. 

RESULT: One of USA Today’s Top 10 Super Bowl commercials

I’ve written a ton of milk advertising, but this spot has always been my favorite.

Bernie Hogya, creator of the famous milk mustache campaign, was one of my early mentors. Many of my first briefs were writing headlines and copy for milk mustache ads featuring celebrities including Heidi Klum, David Beckham, Sheryl Crowe, A-Rod, Chris Paul and more.

Over the years, I’ve helped Milk compete against sugary drinks like soda, fruit drinks, and the ascent of milk alternatives. And more recently, more emotional work that reminded people how much they actually do love milk. Turns out it’s the beverage families turned to when they got stuck at home. The first week of lockdown, milk sales shot up 34%.

During my time on the account, I led several big creative development pushes, reviewing work from teams across multiple agency offices, as well as working closely with interagency partners to coordinate our different scopes and responsibilities on the way to delivering fully integrated campaigns.