The new press and poster advert is the next phase of the ’Make Mine Milk’ campaign, which most recently featured chef Gordon Ramsay and singer Pixie Lott.
The campaign promotes the benefits of low-fat milk to teenagers and families.
Posters of Usher posing with a milk moustache will appear on billboards and buses across the UK. A-Team actors Liam Neeson (Hannibal), Bradley Cooper (Face), Quinton “Rampage” Jackson (BA Baracus) and Sharlto Copley (Murdoch) will also don milk moustaches for the campaign.
The £7.5m campaign, which will highlight low-fat versions of milk, is the biggest since the “Whole lotta bottle”and aimed at families. The work is being driven by the dairy industry’s Milk Marketing Forum, with support from Dairy UK.
The campaign has been created by Kindred and media planning and buying is by John Ayling.
This story first appeared on pitch