Drinking milk on a daily basis helps you stay fit and flexible. To prove this, we did a stunt during the tv-program “So You Think You Can Dance”.

Consternation, when a 64-year old man appears before the jury. Even more consternation when this 64-year old man does his audition in jump-style. The jury couldn’t believe their eyes. They got on their feet, applauded while Leon showed his moves and were flabbergasted when he ended his audition with a split. (*)

Jurymember Jan Kooijman commented: “I don’t think I’d be able to pull that of when I’m your age”. Exactly what we wanted to hear, because right after the show we revealed that the 64-year old was entered by Milk. With his performance, he proved that if you drink milk when you’re young, you’ll be able to dance like Leon when you’re older.

(*) Please don’t try this without drinking milk first.

With a new TV campaign, the Agricultural Marketing Board of Flanders wants to stimulate the consumption of milk.

The commercials build on how we all see our future: we all want to grow old, but we don’t want to feel old. That’s why everyone is already investing today in tomorrow, through pension funds and anti-wrinkle lotions. You can also invest in your resistance by starting to drink milk on a daily basis. Hence the new claim of the campaign: drink milk now for later.

The campaign kicks off on tv and in cinema. Later on, the commercials will get an interactive sequel.