The campaign, which is designed to encourage people to drink more milk and aimed primarily at adults, is about milk drinkers being everyday heroes – people who are not afraid to show what they are made of: people who are made of ‘THE WHITE STUFF’. The campaign’s strapline – ‘THE WHITE STUFF – Are you made of it?’ – a wordplay on ‘the right stuff’ – is humorously delivered by Jonathan Ross.

Ad ‘creatives’ include a hilarious scenario when a young girl rescues a terrified Prince Naseem Hamed and Chris Eubank from a tiny spider by gulping down her glass of milk and doing the classic glass/paper trick; a milk-drinking George Best in a football club shop and Frank Carson reduced to a gibbering wreck on stage when a woman drinking milk in the audience makes it clear that she doesn’t appreciate ‘fat mother-in-law’ jokes.
Chris Eubank

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