Each week, The Examiner showcases an advertising campaign by a local company.

Client: California Milk Processor Board

Job: Get The Glass :30 “The Adachi Family” spot

Agency: Goodby, Silverstein & Partners

Creative team: Paul Charney, Pat McKay, Feh Tarty, Jorge Calleja

The plan: To keep the Get The Glass campaign at the top of the minds of California consumers, while motivating them to play the “Get The Glass” online game and learn about milk benefits at the same time. The spot started running in October 2007 and will run at least until the end of the year in California.

The theme: Promoting the value of milk worthy of a grand quest: “Get the Glass.”

The concept: Imagine a family who has been deprived of milk all their lives and suffer various health ailments from the deprivation. And now imagine what they’ll do to correct the problem and get their mitts on this “super” drink. Apparently, they’ll turn to a life of crime. The commercial challenges people to play the game and help the Adachi family get the glass.

Paul Charney

Age: 34

Position: Senior copywriter

Education: Brown University

What drove your development of the concept? Bizarre obsession with board games.

Working on next: got milk?, HP

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