Over the years, studies have shown that the calcium in milk produces strong, healthy teeth and can also prevent tooth decay. Starting today, the California Milk Processor Board (CMPB), the creator of GOT MILK?, is bringing this message home to California families by distributing a 60-second TV spot that dentists throughout California will air in their waiting rooms.

"We've never done anything like this, but a dental office is a natural environment for this type of education to take place," says Steve James, CMPB executive director. "While daily upkeep such as tooth brushing and flossing is important, consuming healthy foods such as milk can help prevent cavities and produce strong, healthy teeth."

The 60-second 'Dentist' spot part is part of this year's campaign called 'Mootopia' that explains the beauty benefits of drinking milk through TV, online and grassroots advertising and marketing. 'Mootopia' is a world where milk flows profusely through streams and waterfalls and its citizens (the Mootopians) are exceptionally perfect with strong muscles, great teeth and shiny, healthy hair -- all because of milk. The campaign is produced by longtime CMPB advertising partners San Francisco-based Goodby, Silverstein & Partners and directed by the man who originally conceived the iconic tagline GOT MILK?, Jeff Goodby.

In "Dentist," viewers find a dentist in the middle of the lush world of Mootopia. No matter how many times he tries to entice Mootopians into his chair with offers for free cleanings, he just can't get any of the beautiful citizens and their perfect smiles to commit to an appointment. Life for a dentist in Mootopia is filled with endless boredom. The spot ends with the voiceover: "Healthy teeth. Loved by nearly everyone in Mootopia."

More than 150 dental offices will air the spot. Key California markets include Los Angeles, San Francisco/San Jose, Sacramento, San Diego, Fresno, Bakersfield, Santa Barbara, Monterey/Salinas and Chico/Redding.

For more information on the Mootopia campaign, go to www.visitmootopia.com or its Facebook page, www.facebook.com/gotmilk.

Source: California Milk Processor Board