The European Community and the Milk Development Council funded the campaign.
Press activity through BMP DDB will run in national newspapers, TV listings titles such as the Radio Times, and lifestyle publications including Hello! and OK!.
One execution features the Commonwealth Games gold medallist Graham Beasely in his boxer shorts with the slogan "see the inner man".
A skeleton appears on the next page with the strapline "nice bone structure" and a nutritional message on the contribution of milk to the recommended daily intake of calcium.
Two other ads, "fork" and "arm", explain how the calcium in milk helps strong teeth and bones. The strapline runs: "The white stuff, are you made of it?"
The ads were art directed by Mark Reddy and written by Jeremy Craigen and Ewan Paterson. Planning and buying was by OMD Gemini.
An online campaign through BMP's digital sister agency Tribal DDB will use rich-media advertising on high-traffic websites including MSN UK and ITV.com/ football. One creative execution uses a skeleton walking across the web page.
Creative was developed by Tribal, with planning and buying by OMD Digital.
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