Annie’s asked for a concept to highlight their new whole milk yogurt. After providing them with an initial creative brief, they gravitated to a commercial providing a modern take on the old adage, “There’s no use crying over spilled milk.”

I wanted to ground the spot in 21st-century parenting techniques, so we see a young girl trying to pour milk for herself. Even though mom isn’t pleased, she let’s the daughter try, and even though she fails, mom doesn’t focus on the negative. The difficulties of whole milk are replaced by the ease of whole milk yogurt, and mom and daughter enjoy the snack together.

At the time of its release, the spot was Annie’s best performing content.

I also provided creative support on this video produced by 72 and Sunny.