California Milk Processor Board: Medusa

Credits:

Client: California Milk Processor Board
Agency: Grupo Gallegos
Chief Creative Director: Favio Ucedo
Group Creative Director: Juan Oubiña
Associate Creative Director: Saul Escobar
Associate Creative Director: Curro Chozas
Copywriter: Edgar Hernandez
Agency Producer: Carlos Barciela
Account Director: Caro DAntuono
Director: Psyop
Psyop Creative Directors: Marie Hyon, Marco Spier
Design Director: Haejin Cho
Executive Producer: Lucia Grillo
Producer: Michael Neithardt
Assistant Producer: Tarun Charaipotra
Lead 3D Artist: Christian Bach
3D Artists:
Florian Witzel
Jacob Slutsky
Ted Kotsaftis
Jimmy Gass
Todd Akita
Jae Ham
David Barosin
Alvin Bae
Tony Jung
Dan Fine
Rie Ito
Jeff Lopez
Xuan Seifert
Jonah Friedman
Jason Vega
Genessa Chamberlain
3D Animators:
Jason Goodman
Michael Shin
Alejandro Castro
After Effects:
Jason Conradt
Ted Kotsaftis
Fred Kim
Designers:
Gordon Waltho
Anh Vu
Pete Sickbert-Bennett
Jungeun Jaye Kim
Storyboard Artist: Ben Chan
Software Developer: Andreas Gebhardt
Music: Nylon Studios
Sound Mix: AZ Los Angeles
Sound Engineer: Gonzalo Ugartec
Psyop Creative Director Marco Spier on CMPB Legends 2 Sad Princess & Medusa
Milk and PMS, who knew. What were your initial reactions to the boards?
Sad Princess and Medusa are your typical fairy tales. Fairy tales commonly attract young children since they easily understand the archetypal characters in the story. And in this case, we created these fairy tales for a mass audience.
When telling a story in less than 30 seconds, it is good to have a story and metaphors that is easy to get. Our stories follow the same fairy tale formula: a princess finds a savior to love and has a happily ever after ending. Our little sad princess, she is saved. Thank god for the brave prince because he is able to break the monthly curse and tame unruly hair by bringing her the Holy Grail that is the "product" (ahh advertising).
Anyway, this is a very stereotypical theme in which we are telling the story and the romantic, painterly style pushes the idea even further.
We are staying true to the format of fairyt ales and even had the narrator to help guide the audience along. We had a great time coming up with the characters and the look for these Fairy tales. The stories told by the narrator surprises you at the end by presenting you with the fact that milk reduces the symptoms of PMS and can make your hair healthy, which gives the classic fairytale an unexpected contemporary twist...
In Sad Princess, tell me about why you chose to illustrate her emotions as a destructive sea?
We had a lot of fun coming up with the possibilities of her wrath. And thinking about how to transition from her tender little tear drop-into wreaking havoc on the town's men, before turning into a tumultuous ocean, in a legendary storm, all in 2.3 seconds.

Category:

Film & Animation

Tags:

• milk
• public awareness
• milk benefits
• advertising

[Azizip17]

I know that the woman in this ad is Medusa, but minus the snakes, that hair looks a lot like the multiple braids or dreadlocks that are the chosen hairstyles of some Black females & males. Consequently, I'm very concerned that some Black children may get the (hopefully unintended) message from this ad that their hair is ugly and in need of taming, and that only straight or straightened hair is beautiful.

Furthermore, drinking milk is not going to straighten anybody's hair, thank God!

[stop08it]

@Azizip17 I agree, i think it's pretty much an insult to anyone who has curly hair or anything that is not naturally straight. The ad agency really, really did not think this one through. It's not about it being offending but just reinforcing beauty ideals that are damaging.

[DirtyLittleSecret96]

curly haired people...stfu. seriously, its just a commercial about milk and how it helps hair. I have poofy ,curly hair and find this no where near offending. Some people just need to stop being so touchy. It's about hair being strong and healthy for crying out loud.

[The1234craig]

The proteins in milk also promote cancer, especially breast and prostate cancer.

[QueenoftheDookie]

Wow you all read way too much into this stuff. Little girls aren't going to see that until someone like you tells them that. It's really sad how the anything can be manipulated into something derogatory in today's world.

[Azizip17]

@asdf1000000 I don't think children would reason this ad out as you did that minus the snakes the woman would be bald. Thus I stand by my concern that this ad can send the perhaps unintended message to children with curly hair and/or with hair that is tightly curled which some call "kinky" that straight hair is better than their hair textures.

[asdf1000000]

@Azizip17

Actually, there seem to be just snakes there, so her hair minus the snakes equals bald.

I'm not terribly offended by this despite being bald. I like people with hair much better than bald people with snakes.

[asdf1000000]

@annajarata

If the ugliness involves having one of your body parts consist of lethally poisonous snakes, and the suitors wouldn't even survive the marriage ceremony... yea.

[whatadramaqueen]

is no one concerned by the used of double negatives (without using neither force nor a sword)? you'd think an advertising agency would maybe proof read the script before producing the commercial.

[coolgamer1677]

To those offended... it's SNAKES. SNAKES. BEING CURED BY MILK. MILK. Are you really taking this seriously?

Would it be better if the milk gave her an afro? Cornrows? What am I missing here?

[DerbyshireBunbury]

I can't decide if this is more insulting to certain hair-types or to unmarried people. Thanks, marketing, for telling us all the things we didn't even know were wrong with us. And to think, by golly, that we thought we were happy before you made us see how misinformed we were!

[jessissleepy]

Cute commercial, but I don't know whether or not to be a little insulted. Granted, curly hair is not the same thing as snakes, but I'm tired of hearing that straight hair is the ideal.

Though I could be overthinking this.