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Got Milk? “Brave” 2014

Got Milk? “Brave” (2014) is a Got Milk? commercial directed by Armando Bo for Grupo Gallegos & Goodby, Silverstein & Partners, produced by Anonymous Content. It won 2 awards, including El Ojo de Iberoamérica 2014 Gold Producción Audiovisual.

A mother reassures her child, scared of the dark, by talking about brave firefighters, whose heroic actions are then shown in a dramatic sequence, highlighting the enduring comfort of milk.

Video: got milk? on YouTube

Shot by shot

  1. Milk is poured from a white pitcher into a clear glass on a table next to a piece of toast with jam.© Got Milk?0:00
  2. A young male firefighter in a dark t-shirt and red suspenders pours milk from a gallon jug into a glass at a wooden table in a fire station.© Got Milk?0:01
  3. Milk is poured from a white carton into a glass next to a piece of toast with jam on a wooden table.© Got Milk?0:03
  4. A sweaty male athlete with dark hair looks down, deep in thought, in a dimly lit interior setting.© Got Milk?0:04
  5. A group of male firefighters in uniform are sitting around a wooden table, eating and drinking milk, when an alarm sounds and they quickly get up to leave.© Got Milk?0:05
  6. A young male firefighter in a red helmet and uniform sits in a fire truck, looking up at a burning building being sprayed with water at night.© Got Milk?0:07
  7. A firefighter in full gear runs up a burning staircase in a house, with flames engulfing the right side of the frame.© Got Milk?0:11
  8. A woman in a beige sweater is rescued from a burning building by two firefighters, who lead her through a smoky doorway.© Got Milk?0:12
  9. A firefighter in full gear enters a smoke-filled room and finds a small child sitting on the floor, reaching out to them.© Got Milk?0:15
  10. A firefighter in a smoky room holds a small child in patterned pajamas, who looks scared and clutches their hands to their face.© Got Milk?0:17
  11. A firefighter in full gear, seen from behind, turns to face a burning building while other firefighters spray water in a smoky urban environment.© Got Milk?0:18
  12. A woman with short brown hair, wearing a patterned top and knitted cardigan, cries while hugging a child in a chaotic, debris-filled urban street.© Got Milk?0:20

Stills © Got Milk?. Made by Grupo Gallegos & Goodby, Silverstein & Partners, Anonymous Content and Armando Bo.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Milk provides comfort and strength, like the bravery of firefighters.

Tagline: “Got Milk?”

comforting childheroic rescueflashback/imaginationeveryday heroessymbolic connection

The cut

Length
30 s
Shots
15
Average shot
2.0 s

What creatives use Got Milk? “Brave” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Got Milk? “Brave”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    Milk is poured from a white pitcher into a clear glass on a table next to a piece of toast with jam.© Got Milk?A young male firefighter in a dark t-shirt and red suspenders pours milk from a gallon jug into a glass at a wooden table in a fire station.© Got Milk?Milk is poured from a white carton into a glass next to a piece of toast with jam on a wooden table.© Got Milk?A sweaty male athlete with dark hair looks down, deep in thought, in a dimly lit interior setting.© Got Milk?
    Frames from Got Milk? “Brave”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Got Milk? “Brave” in order, with its length, framing and what happens in it.

    Milk is poured from a white pitcher into a clear glass on a table next to a piece of toast with jam.© Got Milk?A young male firefighter in a dark t-shirt and red suspenders pours milk from a gallon jug into a glass at a wooden table in a fire station.© Got Milk?Milk is poured from a white carton into a glass next to a piece of toast with jam on a wooden table.© Got Milk?A sweaty male athlete with dark hair looks down, deep in thought, in a dimly lit interior setting.© Got Milk?A group of male firefighters in uniform are sitting around a wooden table, eating and drinking milk, when an alarm sounds and they quickly get up to leave.© Got Milk?A young male firefighter in a red helmet and uniform sits in a fire truck, looking up at a burning building being sprayed with water at night.© Got Milk?
    Length: 30 s · Shots: 15 · Average shot: 2.0 s

  3. 03Ad ideas: every spot built on a heroic rescue

    Before you present an idea, you need to know who has done it, and how.

    Got Milk? “Brave” is built on a heroic rescue. Search the library by idea to see every spot that uses it.

    Apple “Rick’s Rescue”© AppleMilk Processor Board “Brave”© Milk Processor BoardDirecTV “House”© DirecTVGreat Western Railway “Five And The Jetpack”© Great Western Railway
    Apple · Milk Processor Board · DirecTV · Great Western Railway

More commercials by Armando Bo

  • Ikea "Salones" (2019) commercial still© IkeaIkea “Salones” 2019Dir. Armando Bo · McCann EspañaEl Ojo de Iberoamérica Gold 2019
  • Cerveza Quilmes "Un hombre común y Corrientes" (2017) commercial still© Cerveza QuilmesCerveza Quilmes “Un hombre común y Corrientes” 2017Dir. Armando Bo · MadreEl Ojo de Iberoamérica Gold 2017
  • Milk Processor Board "Brave" (2014) commercial still© Milk Processor BoardMilk Processor Board “Brave” 2014Dir. Armando Bo · Grupo GallegosEl Ojo de Iberoamérica Gold 2014
  • Volkswagen Spacefox "Dog-Fish" (2009) commercial still© Volkswagen SpacefoxVolkswagen Spacefox “Dog-Fish” 2009Dir. Armando Bo · AlmapBBDOCannes Lions Gold 2009
  • Quilmes "El folclore del fútbol" (2017) commercial still© QuilmesQuilmes “El folclore del fútbol” 2017Dir. Armando Bo · MadreEl Ojo de Iberoamérica Silver 2017
  • Sabritas "Sabritas: El Gran Escape" (2023) commercial still© SabritasSabritas “Sabritas: El Gran Escape” 2023Dir. Armando Bo · IslaEl Ojo de Iberoamérica Bronze 2023

Award-winning drinks commercials

  • Sitges - International Fantastic Film Festival of Catalonia "Chess" (2024) commercial still© Sitges - International Fantastic Film Festival of CataloniaSitges - International Fantastic Film Festival of Catalonia “Chess” 2024Dir. Marc OrtizEurobest Grand Prix 2024
  • Pocari Sweat "Find Your Own Way" (2022) commercial still© Pocari SweatPocari Sweat “Find Your Own Way” 2022Dir. Ken Nakano · Dentsu Inc.AdFest Grand Prix 2022
  • Gatorade "Replay" (2010) commercial still© GatoradeGatorade “Replay” 2010Dir. Kris Belman · TBWA\Chiat\DayANDY Awards 2010
  • Coca-Cola "Coca-Cola TV campaign" (2009) commercial still© Coca-ColaCoca-Cola “Coca-Cola TV campaign” 2009Fortune PromosevenDubai Lynx Grand Prix 2009
  • Dairy Milk "Gorilla" (2008) commercial still© Dairy MilkDairy Milk “Gorilla” 2008Dir. Juan Cabral · FallonD&AD Black Pencil 2008
  • Evian "Waterboy" (2004) commercial still© EvianEvian “Waterboy” 2004Dir. soandsau · BETC Euro RSCGEurobest Grand Prix 2004

Questions

Who directed the Got Milk? “Brave” commercial?

Armando Bo directed it, produced by Anonymous Content, for the agency Grupo Gallegos & Goodby, Silverstein & Partners.

Which agency made Got Milk? “Brave”?

Grupo Gallegos & Goodby, Silverstein & Partners created it for Got Milk? (2014).

What awards did Got Milk? “Brave” win?

2 awards, including El Ojo de Iberoamérica 2014 Gold Producción Audiovisual and El Ojo de Iberoamérica 2014 Silver Producción Audiovisual.

What is the tagline of Got Milk? “Brave”?

“Got Milk?”

Sources for the credits and awards

elojodeiberoamerica.com