The California Milk Processor Board has launched a new advertising campaign, “Mootopia,” in hopes to get Californians drinking more milk, reports MediaPost Publications.

The new ad campaign focuses on a land where people wear Athenian robes, rivers flow with milk, and everyone has perfect teeth, hair and muscles. The campaign consists of three 30-second spots. In one, two women recline on a lawn sipping from a lake of milk through long straws, blinded by the glare from each other’s hair.

The advertising campaign will also be accompanied by a new Web site, and a Facebook-based game about “Mootopia.”

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Source: MediaPost Publications