Alberta Milk

Gen Z and younger millennials are rejecting the (often oppressive) norms of past generations. Unfortunately for AB Milk, some of those norms are associated with a cool glass of 2%.

We developed “Smash the Glass,” a call to break with tradition and do dairy “your way.” With some inspiration from Apple’s iconic 1984 Super Bowl spot, I wrote a more modern take that forgoes the mallet in favour of a cheesy wrecking ball crashing into a supersized glass of milk. The script then celebrates the love of milk in all its forms. The result was the start of what I expect to be a fruitful rap career and a banger that’s still living in my head rent-free.

ACD: Alex van der Breggen ECD: Dan Strasser