Got internet?

by Staff
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BERKELEY, CALIF. — It’s been more than a decade since "Aaron Burr" — that strange, deprived history buff with peanut butter stuck to the roof of his mouth — frantically reached for the milk that wasn’t there. Sixty-four TV commercials later, Got Milk? not only helped sell millions of gallons of milk, it has become an all-American icon.

Now the ad campaign is breaking ground in a different way with the release of a new series of hard-hitting commercials set to break via the Internet. Beginning Friday, the Got Milk? folks will let consumers preview all five of the new 30 second spots from their computers — days before it hits TV.

"Over the years we’ve had tons of requests for greater access to our commercials," said Steve James, Got Milk? chairman, California Milk Processor Board. "The time is right to try something new."

Taking aim at the dark side of professional sports, the new Got Milk? advertising campaign is a considerable departure for the campaign that made running out of milk part of American pop culture. The new spots will start running on TV networks beginning Oct. 11.

"We predict these ads will go down as some of our best to date," Mr. James said. "But then that’s for our viewers to decide."

Log onto beginning Friday to see the new Got Milk? spot, and send comments directly to Got Milk? at

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