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Versión en Español
La Llorona Commercial Takes Hispanic Creative Honors
 Milk Processor Board (CMPB), creator of the long-running GOT MILK? campaign, surprised the world of Hispanic agencies by winning a 'TV Silver' in the Ad Age Hispanic Creative Advertising Awards. "La Llorona" (The Weeping Woman), a darkly comical spin on a revered Hispanic legend, reinforces the Board's decade-long reputation for
unexpected, finely produced creative.
Based on the Latin legend of 'La Llorona,' a ghoulish weeping ghost who roams the earth nightly looking for her children, the ad represents an important expression of the CMPB's strategy of targeting bicultural and bilingual Hispanics. The Spanish-language ad, written by Los Angeles Hispanic film students, aired on both English and Spanish language networks in California.
Says Jeff Manning, CMPB executive director. "We took a risk with this highly cultural spot, but Latinos embraced it and apparently, so did the judges."
The commercial, created by Latino students at the prestigious Art Center College of Design in Pasadena, California, was directed by Oscar-nominated Mexican cinematographer Emmanuel Lubezki and produced by longtime CMPB agency - Goodby Silverstein & Partners.
In the spot, the tragic La Llorona wafts through a family home late at night searching, of course, for the elusive milk. Finding the refrigerator, La Llorona utters "Leche," stops crying (for the first time in centuries) and joyously grabs the milk. The carton turns up
dry and, in a fit of dramatic despair, she slams the door and returns to her wailing. The commercial ends with the now famous question GOT MILK?
In April 2001, Latino students at the college were invited to submit ideas for their own GOT MILK? commercial. Submissions were required to incorporate the campaign's milk deprivation theme, include the GOT MILK? tagline and draw inspiration from Latino customs and culture. "La Llorona," a team effort by students Tania Sosa, José Rennard, David Delgado and Ali Alvarez, was selected by Jeff Manning from more than 25
submissions.
"La Llorona" is deeply engrained in the Latino culture," says Jose Rennard, student and one of the creators of the spot. "The CMPB displayed great insight and courage in producing this commercial and running it on English language TV."
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