Why every 90s celebrity got a milk mustache
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- Опубликовано: 3 апр 2021
- Got milk? The milk mustache ad campaign was incredibly influential. But why did it happen? And did it work?
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To explain the milk mustaches that covered nearly every celebrity face in the 90s, you have to learn about milk policy, the great depression, surprising promotional laws, and all the complications that happen when the government and something like the milk market get involved.
Thank you, @JohnnyHarris for promoting another version of you. This makes life much easier! Love your videos guys!
Same
You are both my favourite from vox!
Same!! I remember him from Vox. Him and Johnny are amazing journalists
Is there anotherone like them?
honestly I love everyone at Vox
Omg I did not realize this channel existed until Johnny told me, but I remembered this guy from Vox and loved his vids! So glad to have found it. Great content!
The fact that Michael bay made milk ads with the same energy of his films is hilarious 😂
I remember in my elementary school nurses office there was a “got milk” ad of a basketball player (either Tracy Mcgrady or Dwight Howard) with the signature milk mustache and this video brought back a memory I totally forgot about. So glad I found your channel!
Now I need to look into those “Read” posters too. Remember those?
Our banners for the got milk were in the cafeteria and we had like 5 or 6 different ones
The trick to the milk mustache is a mix of milk and ice cream. Essentially, you use a milkshake instead of straight milk. We had a milk mustache promo thing in school one year, everyone got the get their photo taken with a milk mustache, and that’s what they used.
Awww I thought it was watered down yogurt I knew it wasn't straight milk.
I wondered about that. I bet also in the print ads they called in a food designer and might have used white glue or something like that. The world of food design is fascinating. : )
@@KristianWontroba I think glue was used for milk until some laws were changed that said everything had to be food.
@@Ebonzai I’m sure you’re right. I wonder if it’s loophole that the “milk” is on the lip and not in a glass for back in the 90s doesn’t have to be edible. They probably would be using that old yogurt trick anyways like you mentioned most likely with all of the celebrities that were involved. I’m sure it would have to be something edible nowadays.
In Norway we call it a "surmelkbart" (soured milk moustache) or "kefirbart" (kefir moustache) because those will naturally give you a visible white moustache. I've always thought it looked weird when the American got milk pictures showed what to us is clearly a soured milk moustache and the glass they're holding is clearly regular milk...
This level of quality does not compute with the subs and views. It deserves MORE.
I must say, the reach of this campaign was massive. In the 90’s I was living in a small rural Australian town and I too had somehow managed to hear the phrase “Got Milk”, I had also seen some of the images shown in this video.
This is saying something. The one hundred million dollar campaign definitely had “reach” but did it have an influence? If there was an influence, especially in other countries I guess you could call this “spillage”?
Love to hear about examples like this. Really weird.
Not weird at all...I remember seeing these ads in the magazines sold at the supermarket when I was a child in the 90's. I grew up in the English speaking Caribbean and nearly all the Magazines we got were from America. I was quite familiar with the campaign, and could even recognise some of the celebrities from tv shows on our local tv. Anyone who had subscription television (our version of cable) would have had access to US tv channels, and would seen the tv ads as well.
I think Americans sometimes forget, or are simply unaware of much of US pop culture gets exported to the rest of the world, especially to places where English is the official language. Thanks to the British Empire, that is quite a few places.
But Americans always seem to be surprised when foreigners understand their pop culture references. Genre Novels, Comic books, Hollywood Movies and music created for US audiences are often exported to the rest of the world with no alteration or adaptation for culture at all, so we end up quite familiar with your culture.
My dad won a milk mustache competition at a grocery store one time for a discount on chocolate milk. Pretty funny how it's so innocent as a kid but now I can see it really is just marketing
Every contest is marketing. So much so, that it's actually considered gambling. That's why a lot of contests have the words "no purchase necessary." Because they legally cannot make someone buy a product for a contest without it being gambling. But they don't make it easy to enter for free.
It's weird how even in Australia I remember this stuff from when I was a kid... and it STILL didn't boost milk sales
heh that Aaron Burr commercial guy was in the Skittles jelly beans commercials too! the muffled "Aaron Burr! AARON BURR!" has lived in my brain way too long. great video! 😅👍
*flashes back to life size+ posters in every public school*
Vox people never disappoint, good work dude
The reason you couldn't get the froth is because this isn't raw milk. It's homogenized & boiled (≠ pasteurized) which is what our overlords prefer us to drink
I remember on Conan O'brien's show, when he did his ad, he was talking to another celebrity who did it as well. They mentioned that the milk moustache was painted on. Not sure what it actually was, but yeah, wasn't actually milk.
"Stewart concocted the 'stache recipe -- a strange brew that includes cream cheese, sour cream, vanilla ice cream and secret ingredients Stewart refuses to divulge. "The trick was to make it the right density and have it taste good," says Stewart. "I pour it in a glass, and they tip it until it goes about three quarters of the way from their upper lip to the nose. After a dab with a tissue [and a little brushwork] it lasts for two rolls of film."'
@@emoaudrey the "Secret" ingredient was hand made 😉
Anyone else here from Johnny harris?
Jonny did you a solid with the promotion, but you whole heartedly killed this video! Amazing!
I love the attention to detail that you put into every video! My favorite got GOT MILK ad was always Angie Harmon and Jennifer Love Hewitt!
i’m gonna look those up now!
Very informative, excellent production value, and charts. Boyyyy do I love a good chart. Thank you
They used Elmer's glue in the ads. There used to be a kind of children's advocacy/entertainment program on HBO that showed kids all of the tricks that advertisers use to lie about the imagery of their product. I think it was called something like Just for kids; don't get fooled! milk drops on cereal are glue and ice cream is actually lard. The meat in hamburgers is usually sprayed with furniture varnish to look shiny on film. Your show reminds me of that kind of. Keep it up, sir!
Now that i think about it, i think the peanut butter curator guy from the milk ads was in the just for kids program as well.
I remember seeing behind the scenes for the milk mustache campaign 15 or more years ago. I recall them saying the milk mustache was made from glue. Glue mixed with something. Totally surprised then, but the more one digs into advertising the more one realizes it's all tricks and we are tricked by it.
I'm so glad you started your own channel!! love your work ♥️
Awesome video. As a history nerd born in the 80s I really enjoyed this adventure into the advertising world of years past. Lots to think about dude.
I was a kid when those were EVERYWHERE and for some reason at my school kids were into collecting them from magazines and trading them? Not sure what that was about, but it was a VERY BIG DEAL for several months. (Also, those Absolut Vodka ads around the same time even though we were like....12)
This channel will blow up someday, very great content 💯
2:33 great shot!
Fantastic work! Gonna binge your stufff
Looking forward to seeing more videos from you!
Another guy doing great piece of work!! We support you💙💙
Fascinating and story well told.. binging your videos. I know its frustrating starting out... it looks like you spend a lot of time on these.
Loved this! New subscriber. I remember all those ads. Got milk? Has always stayed with me as a great way to brand something. Looking forward to more. 😁😁🎨
Here after Johnny’s post! Amazing content!
This channel is a gold mine!❤️
I always pause to read the little details you place into things like the faux poster at 8:44, very funny, love the attention to detail!
New sub. Looking forward to your future videos while I binge a few.
A kid from of Asia who had cable and loved the NBA I was curious why star players would leave milk on their upper lips during ads during the 90's.
Mr. Harris brought.
Great research and presentation.
Great videos and content! I've subscribed.
I remember that Oreo sold their commercials with the milk mustache. I don't know if it was just in my country though. If you ate a Oreo cookie, you had to do the milk mustache. Childhood memories
How do you only have 2k views on this video 😳 this video is great and very high quality keep up the great work just subscribed 👍
Definitely an underrated youtuber. Maybe one of the best creators of explainer style videos
LOVE the verbose tagline in the resulting photo ;)
Awesome work @Phil 💕
I love your Vox videos! And Johnny brought me here ❤️ oh and I saw a behind the scenes back in the day, apparently they used a special paste to make the milk mustaches (not real milk) 😅
I am so mad at my book for not giving me more details on this BTS method! And, quite frankly, I am a bit mad at the nation's celebrities for not telling me the truth!
I’m Brazilian and we (obviously) didn’t have the same campaign here. However, I remember seeing that all over the American pop culture we consumed
Excelente contenido como siempre!!!
thank you for identifying and explaining one of the most common and recognizable things of my early years that I never pinpointed
1:20 wow, that brings back memories. I was 3 or 4 when this first aired, but I remmeber it. Also, the next year when I started Kindergarden, or maybe 1st grade, into 3rd grade, we had to make milk mustache pictures once a year. So it really stuck in my head.
P.S. We used vanilla ice cream to create our mustaches
I remember these ads very well. They were everywhere in the '90s, and they were on every issue of Sports Illustrated For Kids in the early 2000s. Very cool chronicling of the campaign's history and _raison d'etre._ So did the ads really run until 2015? I don't remember seeing _any_ "Got Milk?" ads after the early 2000s.
Around the same time (probably closer to the '90s), there was also a huge literacy PSA campaign that featured photos of many celebrities reading books alongside the word, "READ". Those were ubiquitous in school libraries.
I laughed at the "emo Gary Oldman" part. Never realized there was such a strong resemblance between you two until now!
Also, I wouldn't be surprised if the milk mustaches weren't actually milk. Think about it: you have a whole photo shoot with a costume designer, a hair and makeup artist, a photographer, a studio, props, etc. Milk above one's lip would dissipate in seconds. It must have been painted on somehow.
This is brilliant Phil!!! 👌🏻
yay, a new video!
Thanks John for sharing ❤from Bangladesh
I was a child in SoCal at that time and I remember that ad campaign well. You covered an interesting bit of history and made a great video here! I heard they used watered down craft glue for the mustaches. $25k also ain't a bad day's wage for getting to work with Annie Leibovitz.
Here from Johnny, love the vid! Glad I found your channel!
Fantastic video as always! “When I’m slinging content, I don’t have time to let cheese dissolve in my mouth for many, many hours.” 😂
After your video on "the Pentagon's Shape " video, I have been binge watching and I most say, " you are awesome ". Your delivery is smooth and your voice modulation is admirable. I would love to work with you some of your upcoming videos. Please reach out to me whenever you can. There's a whole lot you can do for young video bloggers like myself and the world at large!
LOL Gary Sadman.
Some things you can't unsee.
You are amazing journalist 👏 known you from vox but thank you Johnny for tell us about your channel. Subscribed and looking for more
Love the evergreen content! Your bound to grow fast once people find you out!
Going to chime in here and agree...This video is amazing, and so are the majority of your videos. Big things soon for this channel...That's my prediction
Your self depreciation jokes are eerily spot on (i.e. Gary Oldman one and the Friends extras one). How did you come up with them? 🤣.
Great video!
Love your reporting 🤩👍
Just landed on this awesome video
Well made 🔥🔥🔥🔥
it worked on my mom, i wasnt allowed to leave the table if i didnt drink a whole glass. and the "got milk?" was a common saying in our house
True story, I grew up on a dairy farm. 19 different dairy farmers went bankrupt around 96. My parents sold out 07. ZERO dairy left in that area!! Always wondered who was paying.. sad deal
Wow. 19. Craziness.
@@PhilEdwardsInc the government also came in and bought out most of them. Payed cents per pound for milk cows and sent to butcher for beef. I think 97 and 07 the did that.. hundred of thousands cows. Put many farmers out of business
This is the info I wanted to see
Quality video mate. of course, going to subscribe
Gary Sadman! Incredible delivery, I cried laughing
Dude your channel is awesome! What a great video. I respect the effort it takes to make these. Out of curiosity, how many hours did you spend on this video in particular?
Thanks! I wish I spent more but it was mostly a scramble during my kids' (all too short) naptimes for a couple weeks.
@@PhilEdwardsInc your channel is blowing up since Johnny shouted it out man that’s too cool! Thanks for the reply. Looking forward to more! One more question if you have time, what software are you using to edit?
@@donnieanderson6614 For better or worse I'm all Adobe, though I am always tempted to try Resolve.
@@PhilEdwardsInc good to know! Thanks 🤙
It would be interesting to see how this lines up with the overuse of dairy in national (eg food pyramid) communication
That’s a good idea for a whole video.
Awesome content. I wanna see more. Phil please set up that Patreon. You know, that we know, that you... I think you get the hint.
Man, I always thought those got milk ads were weird as a kid even though I wound up doing one of those milk moustache competitions at my hometown's walmart.
Great content
Wow I remember this as a kid thanks
Being from the UK I have milk in my porridge & in my tea and coffee, I stayed with friends in Florida and the PNW and was shocked by them not having milk at home. "no, I don't want creamer!"
My older sister and her dance team were in a got milk ad and she told me the milk used for mustaches is actually not milk and more like a thick smoothie!! Great video 💯
Whoa they were actually in an ad! I am pretty jealous.
They used white glue for the milk mustaches. Also, you left out the growing community of lactose intolerance.
Their is not more lactose intolerante people than the 80s. You baby back just refuse to drink milk so you can be a vegan gluten free weirdos
@@smhgaming3259 milk allergy went up massive after 80s read a book big bro
I remember they had a photos of milk mustache people in my old school.
I had never imagined I would be interested in hearing about milk mustaches... but man, this was so interesting!
DUDE!! Strawberry rhubarb pie followed by a large glass of milk!!!! Don’t worry about cheat day once every decade or so.
Thanks for the video. So many questions from my past answered in one tidy package. Cheers!! from some random guy half continent away!
Gosh, you look and sound just like lieutenant Gordon from DC with facial hair.
Loving it!
Quality content!
Good channel. Nice video. Subbed
Awesome video! Did you do a similar video for the California raisins? It's fascinating to me these ad campaigns for the most mundane stuff in life.
That’s a great idea - a very similar boondoggle!
@@PhilEdwardsInc Awesome! Quick personal note regarding why this video resonated with me: My dad worked for corporate Pepsi for years competing for and setting up contracts with school districts and universities, mostly in the 90s. One of headwinds for milk's sales then was losing market share to soft drinks in one their historically secure markets: the schools. Big Cola Vs. Big Milk LOL
Another great video, I think it’s the marketing videos I like the best
I saw Phil’s face and subbed immediately. Shoutout to Johnny for the plug.
Subbed. Johnny brought all of us here. But didn't stay for that Johnny said so. Haha stayed for the quality content 10/10.
"Who shot Alexander Hamilton in that famous duel?"
**BANG!**
"Micheal Bay..."
I found this great video because of Johnny Harris. I knew about you because I'm subscribed to Vox, but didn't know you had your own channel. (PS: I also subscribed to your channel)
The Casio watch alone gives the 90s vibe :)
casio - timeless
Good work.
Milk became a casualty of the low fat craze, when really along with broths it should be the only type of calorie drink people should have regularly, full fat, no skim nonsense.
I remember those days!
There is a recent milk compaign with Aubrey Plaza either mocking or fighting back all the other "milks"
Awesome!!!
Hopefully you’ll also do one about Hoe-down song that was used for the Beef It’s What’s For Dinner ads
Lol, so I know the song you're talking about, but I Googled Where's the Beef instead by accident and found this oddity: ruclips.net/video/egGS8jONZ6Y/видео.html
Funny fact about Beef: It's what's for dinner - "The new campaign replaced the slogan "Beef. Real food for real people"
Would you please make a video about this amazing clean background in 2:30
It’s amazing.
Subscribed! Heard of ur channel from Johnny
Here from Johnny and I’m staying! I’m vegan and you said Milk Juice 😂😂😂😂
I would just assume that in the ads they are using something with the viscosity of Elmer’s glue to make the mustaches.
Dude I banished this part of GOT MILK from my brain like I remember GOT MILK? But EVERYONE having milk mustaches was fuckin wiped..
The only plus I can say when it comes to the Got Milk campaign is the Super Mario 64 ad they ran all the time during the late 90s to early 2000s. That got little me drinking two cups of milk a day. I never got super big like Mario or any better at the games as a matter of fact.
While I'm not a big fan of the diary industry, I still love Cow's milk and I think that Mario ad helped instill that in me.