Need help falling asleep? Call 1-855-MILK-ZZZ and try not to laugh yourself asleep. The worlds most boring man can be reciting the number pi for you until the ZzzZZzzzz's arrive. Milk does a body good, build strong bones and now has yet another great feature as a selling point.

“Milk has protein rich in tryptophan that can help improve sleep quality,” says Steve James, executive director of the CMPB. “As work and home life become more and more hectic, this new campaign aims to have consumers take a pause and establish a nighttime routine with milk. It is the real, simple choice for restful sleep.”

So that's why we find ourselves in a park, flying like a bird. You'd want to keep this dream going, have a glass of milk and a turkey sandwich before you go to bed.

Ad agency: Goodby, Silverstein and Partners Client. The California Milk Board

Comments (5)

  • Tom Megginson's picture
    Tom Megginson (not verified)

    Oh, and the tryptophan thing is a myth:

    "But whether milk can induce sleep is debatable, and studies suggest that if it does, the effect has little to do with tryptophan.

    To have any soporific effect, tryptophan has to cross the blood-brain barrier. And in the presence of other amino acids, it ends up fighting — largely unsuccessfully — to move across."

    Apr 03, 2013
  • Gray's picture
    Gray (not verified)

    What is the name of the guitar solo - by whom and what year?

    Apr 07, 2013
  • Gray's picture
    Gray (not verified)

    What is the name of the guitar solo? Who originally played it and in what year?

    Apr 07, 2013

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.