California Milk Processor Board: Cow Abduction

Got milk? Apparently one race of aliens didn't...until they started abducting cows from Earth. That's the story behind Goodby, Silverstein & Partners' new campaign for the California Milk Processors Board, which kicked off with the launch of CowAbduction.com, an online forum where dairy farmers have been documenting and sharing their personal "missing cow" horror stories. "When we first started coming up with the campaign, we imagined farmers having a pretty big role in the TV spots," says copywriter Pat McKay. "But 30 seconds just goes by so fast, so we decided to tease the TV by devoting an entire website to just the farmers. And we thought the most interesting way to do it would be to execute it like a real website, written from the farmers' point of view. Then, when we actually meet the aliens, the whole picture comes into focus."