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Driving through the rural fields between Chicago and St. Louis, pulling off the highway, a small plastic sign on the grass above a single phone number reads: got landscaping? The idiom, a simple two-word question, borrows its linguistic format from what is widely recognized across the United States as one of the most concerted ad campaigns of the twentieth and twenty-first centuries. Launched in 1993 by MilkPEP (the Milk Processor Education Program), the ubiquitous commercials that donned the slogan got milk? dominated cultural consciousness across America for over two decades, unmatched in numbers by any other ad in the industry to date. In the corporatization of the dairy industry, milk, like money, no longer needed to adhere to the limitations of humanity. It could be something else that was not like us. It could be something beyond human, something immortal. It was milk plus.
In his largescale film installation Milk Plus at Viborg Kunsthal,...More
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Driving through the rural fields between Chicago and St. Louis, pulling off the highway, a small plastic sign on the grass above a single phone number reads: got landscaping? The idiom, a simple two-word question, borrows its linguistic format from what is widely recognized across the United States as one of the most concerted ad campaigns of the twentieth and twenty-first centuries. Launched in 1993 by MilkPEP (the Milk Processor Education Program), the ubiquitous commercials that donned the slogan got milk? dominated cultural consciousness across America for over two decades, unmatched in numbers by any other ad in the industry to date. In the corporatization of the dairy industry, milk, like money, no longer needed to adhere to the limitations of humanity. It could be something else that was not like us. It could be something beyond human, something immortal. It was milk plus.
In his largescale film installation Milk Plus at Viborg Kunsthal,...More
