The brand of “got milk?” began with a world-famous strategy: deprivation. Over the years, we have used the absence of milk to dramatize its benefits—be that through a mouthful of cookies and no milk to wash it down, or a body suffering from brittle bones, broken nails, bad teeth and dull hair.But for this year’s campaign, the plan was to focus on the “looking good” health benefits of milk—the strong teeth, toned muscles and shiny hair that can be obtained when you drink it.And so we decided to turn the problem of deprivation on its head. This year, the problem with milk became a problem of surplus. Welcome to Mootopia. Here, milk is abundant—flowing like water down streams and over waterfalls. And since there’s so much milk to drink, the Mootopians that live there have perfect bones, perfect skin, perfect hair and perfect teeth. But, as we find out, it’s all just a little too perfect.