Got Milk with Milkman & The Avengers
As promised, I decided to talk about one of the subsequent sequels to the original Got Milk commercial. In this case using licensed characters to hype up the public that drinking milk can be a cool thing. Out of all of them I feel this one is the best choice to use for a review, plus after the Avengers film dominated the box office for several weeks and grossed a total of 615 million dollars. I’m sure this review will be a popular one cause it features the most of the iconic heroes who are assigned to the Avengers. I checked Comic Vine’s website to be sure and I’m positive all of these heroes did join the Avengers at some point in time. Check it for yourself if you don’t believe me. Now for the summary of this ad.
The commercial starts with a milkman whistling as he heads towards a mansion with a new supply of milk to drop off. What country is this located, that I’m uncertain cause in America Milkmen are a thing in the past. But I think the makers of this commercial ignored the monday night rules in order to use the milkman idea even though milkmen are as obsolete as icemen(a man who delivers a block of ice to homes that use an ice box the predecessor to the freezer). Anyways the Milkman rings the door bell, only to be drop right into a trap door and finds himself in an underground cavern. When he comes to, he realizes that he is being interviewed by the Avengers. Seven of them are seated in a table across from the Milkman. All of them have their own name tags on the table. The following Avengers he sees are from the left: Hulk, Scarlet Witch, Spider-Man, Captain America, Iron Man, Thor, & Hawkeye. Behind the Milkman is a chart that says Superheroes Tryouts 8-12. Either that’s the date or the Milkman is the 8th interviewer out of the 12 possible recuitments. Anyways Captain America and the rest assume he’s trying to apply to be part of their team so he asked the Milkman “What is your name?” The Milkman replies “I’m the Milkman”, I guess since he’s being recruited by a group of Superheroes, he’s going by the occupation title he goes by rather than his real name. Captain America asked him if he has a sidekick, nemesis, or bad guy. However the Milkman didn’t say yes to either of the questions given. Also why would Captain America ask the Milkman if he has a Nemesis or a Bad Guy when that’s like asking the same question except using a different word for villain? Captain America then asks the Milkman if he even fights crime, only to discover that the Milkman doesn’t fight crime. After the rest of the Avengers were unsure about the applicant, Thor asks him “Then what do you fight?” The Milkman replies “Weak bones”(or “osteoporosis” depending on which version) and brings up his case of milk bottles and explains that he does it with him endless supply of regular and chocolate milk. Everyone was so impressed by the Milkman that even the Hulk was amused by what the Milkman does. So the Milkman becomes the new Avenger poses with the other Avengers in which all of them hold up a glass of milk upon posing for a picture for the front headline of the Metro Newspaper. With the headline “New Superhero!” Then the announcer concludes the commercial by saying “Want strong bones?” “Calcium may help prevent osteoporosis”.
This commercial was so popular that I remembered seeing a whole bunch of ad posters posted at my elementary school when this commercial was made some time in the year 2000. Not to mention this was made way before any of the heroes you see in the commercial had their own live action movie, or were part of one. excluding Scarlet Witch who is yet to appear in a live action movie. However after the first X-Men movie came out opened the door way to more comic book movies. Cause before the year 2000, there were only a handful of Marvel Comic related movies as well as a hand full of DC and other Comic related movies. Sadly the late 90s was also known as the era when the quality of comic book movies started to lose interest with the public with box office failures or flicks that barely hold up to what they represent with such examples as “Batman & Robin”, “1990’s Captain America”, “Steel”, “Judge Dredd”, “The Phantom”, & “The Shadow”. I understand that some of these film did had a cult following to them, but sadly not many comic fans appreciated what those films did for the comic adaptions.
Now for the comments on this commercial, it was really well done for a Got Milk commercial. I’m widely interested on the production costs for those costumes. You can tell there was some money invested if they were able to make them not look like outfits from a store. The one thing I’m curious about this ad is the location for the Super Hero tryouts. Of all of the locations they could use, it had to be some random mansion that happens to have its own underground caverns. I’m not going to mention Batman for this one cause this is Marvel we’re talking about here. So my guess is it’s a mansion own by one of the Avengers or it was loan to them. I doubt Iron Man would be the owner cause his alias is more interested in modern complex homes than some 19th-20th century manors. However the manor has a slight likeness to Professor Charles Xavier’s School of Gifted Mutants. That place was formerly a mansion then turn into a school/refuge for all of the mutants that want a place called home. While the place also had its own underground cavern for training recruits for the X-Men team. If I had to decide whose mansion it was it had to been Prof. X’s plus I can totally imagine him leading his Mansion’s cavern to the Avengers to recruit new members. The only other question I have about this ad is the whole trap door to the cavern route. I believe that the Avengers had to spread some word about their recruitment, cause I doubt they recruit any random person upon applying. Course the whole “entering the area for applying by trap door” is a failed idea to get more heroes. I can understand they want to be secluded from their own enemies, but what if instead of the Milkman it was a Salesman? Mailman? UPS Man? or one of those Missionary people who only travel by bike and try to convince everyone on earth that being Catholic is the only true religion? Course the Milkman would be a more proper choice to recruit than Missionary people, cause I’m sure they wouldn’t approve of Thor being present on Earth due to him being a Norwegian God. One thing to point out, if there was ment to be 12 applicants for the Avengers who were they and who was the previous seven who were interviewed. If I had to guess it would be She-Hulk, Daredevil, Spider-Woman, Black Panther, Dr. Strange, Iron Fist, Luke Cage, Namor, War Machine, Captain Britain, Moondragon, & Quicksilver. If the Milkman had to be replaced, I would choice She-Hulk cause Scarlett Witch seems lonely being the only visible female Avenger. Black Widow is nowhere to be seen, I only assume she’s already a member since she was one of the older members of the team along with Nick Fury.
Well that’s enough speculation for this article, I hope the research I put upon this article was helpful to all of you out there. Stay tune for next week, I’ll do an article on a Mountain Dew commercial that used MAD Magazine’s Spy Vs. Spy as the sponsor. I can rant on about how iconic MAD magazine is, but I’ save it for next week, cause I talked enough about one subject for one day. So here’s the commercial itself, I can other find the version with osteoporosis being said instead of the words weak bones. It’s the same commercial except different words being uttered.
Posted on August 1, 2012, in Advertise of the Week and tagged avengers, captain america, got milk, mansion, marvel comics, milk, milkman, scarlet witch, the incredible hulk, thor. Bookmark the permalink. Leave a comment.