MilkPep turns the viral TikTok trend “How It Started” into a celebration of the benefits of milk

Created by Stagwell-owned agency Gale, the campaign aims to promote the health benefits of milk in a lighthearted and relatable way, especially for modern mothers and their children. It consists of three humorous displays: “Sleep,” “Strength,” and “Altitude.”

Each spot captures a comical transformation after children regularly drink milk. For example, one child in a karate class initially has difficulty, while another remains smaller than his peers. But after drinking some milk, we see the “how are you” moment: children become stronger, thrive in their activities, and even grow to the size of their mothers. These vignettes emphasize milk’s ability to build strong muscles, support growth, and support healthy sleep.

Directed by the talented duo Bonnie Dennison and Alison Barton, whose credits include big names like Liquid Death, Amazon and Wendy’s, the campaign is a continuation of MilkPep’s “Mom Com” initiative, which uses humor to appeal to mothers who love their children want to stay strong and healthy. It follows an earlier campaign from July this year, “Hey Mama,” which parodied Pinterest-worthy momfluencers.

Comedian Whitney Cummings brings some star power to the mix with her humor and insight as part of the campaign. Known for her sharp mind, Cummings will create content highlighting how milk is a must for busy moms navigating the chaos of everyday life.

“Being a mother is a serious matter, but every mother deserves a good laugh to unburden herself and feel understood,” said Yin Woon Rani, managing director of MilkPEP. “‘How It Started’ fills this need with vignettes that show the often comical realities of motherhood – while showing how both mothers and children can benefit from the many benefits of milk.”

Gale’s creative director Geoff Edwards added that humor played a key role in the campaign. “The campaign uses humor to highlight the benefits of drinking milk. And everything we do has to be in a social environment, so we actually aim to create entertainment, not advertising.”

“How it Started” will be shown on social media platforms such as TikTok, Meta, YouTube, Pinterest and Snapchat and will be extended through audio, CTV and cinema spots through the end of the year.

Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you never miss a story.