MTV Milk Delivers Pure NZ Goodness

MTV is preparing New Zealand for the launch of its music video channel on Sky TV on August 18, with three provocative 45 second TV ads featuring milk, milk and milk. Each of the MTV milk ads begins in a country dairy shed. Inside the dairy shed is no ordinary dairy shed. A chandelier is suspended from the ceiling. Cows watch MTV shows on television screens with loud speakers. We’re shown a close-up shot of one cow with an ear tag numbered 69. A conveyer belt moves cartons of MTV milk to a transit van. Two bikini-clad young women are massaging and milking the cows by hand, occasionally breaking into an ecstatic milk fight. The courier waves goodbye to the milkmaids or is it to the cows? MTV shows featured in the three TV ads are Pimp My Ride, The Hills, and Punka.

Breakfast

The Two men and a woman sit at the breakfast table eating their cereal. The woman pours MTV milk into her plate and takes a mouthful. Suddenly she plunges her spoon into the chest of the man across the table. Milk spurts out. He returns the favour. Eventually they return to eating their breakfast. The super: “Pure NZ Goodness Delivered August 18”. Sky CH35.

Juicebox

Music used is “Juicebox” by New York band The Strokes, from their album First Impressions of Earth. Download the track from iTunes:

Everybody sees me
But it’s not that easy
Standing in the light field
Standing in the light field
Waiting for some action
Waiting for some action

No but why won’t you come over here
Why won’t you come over here
We got a city to love
Why won’t you come over here
We got a city to love

BBQ

The MTV milk truck delivers cartons to a barbecue outside a blue and white house, with a blue Holden Kingswood car and a blue and white paddling pool. A pot-bellied man tends the barbecue as two petrol head friends in stubbies and jandals watch the three young woman standing in their bikinis. As soon as the girls drink their MTV milk they launch into the raw beef steaks, smearing themselves with the meat and passionately embracing one another. The super: “Pure NZ Goodness Delivered August 18”. Sky CH35.

Music used is “Fell in Love with a Girl”, by The White Stripes, found on their album, White Blood Cells. Download the track from iTunes:

Lyrics

Fell in love with a girl
fell in love once and almost completely
she’s in love with the world
but sometimes these feelings
can be so misleading
she turns and says “are you alright?”
I said “I must be fine cause my heart’s still beating”
She says “come and kiss me by the riverside,
Bobby says it’s fine he don’t consider it cheating”

Red hair with a curl
mellow roll for the flavor
and the eyes for peeping
can’t keep away from the girl
these two sides of my brain
need to have a meeting
can’t think of anything to do
my left brain knows that
all love is fleeting
she’s just looking for something new
and I said it once before
but it bears repeating.

Cactus

A young man walking the pavement notices a crate of MTV milk cartons outside a brick villa. He can’t resist. Taking a swig from the first carton he is transformed into a lustful creature, making wild passionate love to a cactus bush. Watering the garden is a elderly woman dressed in pink to match the pink flamingo on the front lawn. She is transfixed by the sight of her randy visitor’s gyrations.

Music used is “Walkie Talkie Man” by Auckland band Steriogram, also featured on a recent iPod TV ad. Download the track from iTunes:

Lyrics

Well you’re walkin and a talkin
And a movin and a groovin
And a hippin and a hoppin
And a pickin and a boppin
Those bods are being bad
You better take a stand
You gonna wake up that thing in your hand.

MTV Milk Credits

The MTV New Zealand milk campaign was developed at Lowe Hunt, Sydney, by creative team Howard Collinge, Dejan Rasic and Simone Brandse, and interactive team Jonathan Mo and Mark Ashley-Wilson. See Lowe Hunt explain that the MTV brief required an edgy campaign on a limited budget and timeframe. Recognising that the youth market are not welded to television sets, they planned a campaign that would develop a life of its own on YouTube. The New Zealand tourism catchphrase, “100 % Pure” was subverted to become “Pure NZ Goodness”. No doubt the campaign will only confirm the suspicions of many in older generations that sexualised rock music brings on promiscuity!

Filming was shot by director Michael Spiccia via Silverscreen, Auckland, with producers Haydn Evans and Andy Mauger, and director of photography Stephen Stewart.

Postproduction was done at Oktober. Sound was designed by Boyd Moore at Sound Reservoir.