October 25, 2000

The California Milk Processor Board, fighting the continuing battle to lure kids from soft drinks to milk, have invited teens across the state, especially those interested in visual arts, television, cinema and advertising, to participate in the 'GOT MILK? Home Video Commercial' contest. The contest was launched Monday and will conclude Dec. 4. Winners will be announced early 2001.

"We believe that there is an unlimited amount of teen creativity out there waiting to be tapped," said Jeff Manning, executive director of the CMPB.

The contest rules are that entrants must be California teens between the ages of 13-18 years; all video entries must be 30, 60 or 90 seconds; the videos must express the idea of milk deprivation or food and no milk; they must end with the GOT MILK? tag line; submissions must be on VHS or digital format, non-professional editing is acceptable, and submissions can either be individual or group, but no more than three people per group.

One Grand Prize winner and two semi-finalists will be selected. The Grand Prize winner will be awarded a video-camcorder and the opportunity to stream their home video commercial on the GOT MILK? official website. The two semi-finalists will be awarded a trip to the next GOT MILK? ad shoot plus GOT MILK? merchandise. In addition, all winners will receive a $200 savings bond for college.

A select panel of judges that will include executives from the CMPB, its agencies, and film industry executives will choose the winners. Criteria for the selection will be based on creativity, originality in the expression of milk deprivation and the GOT MILK? tag line.