Joan Rivers
Category:Main campaign
Collections:Main Campaign
Times published:5
Printed tagline:MILK. What a Surprise!
Notes
MilkAdMan lists this in its main campaign series.
Also documented: Joan Rivers — later “got milk?” reprint (high-resolution) — Format: High-resolution 2000px reprint scan (MilkAdMan)
The Milk Mustache Book (1998, p. xv) lists this as one of the five ads that launched the campaign, in fifty-eight publications: Naomi Campbell, Christie Brinkley, Joan Rivers, Lauren Bacall and Isabella Rossellini.
The Milk Mustache Book (1998, p. 4) uses this page to explain the first year's audience: women aged twenty-five to forty-four, the group most in need of milk for their health and usually the ones who decide what comes into the home. With too little money to reach everybody, the campaign aimed at them alone. It closes by asking whether Spike, the dog in her arms, should have had a mustache too.
Credits
More images of this ad — click to enlarge
Additional recovered reference — 1995
Several Joan Rivers states exist, differing in whether her name appears and whether skim milk is named.
Ranker gallery image — Joan Rivers
Ranker labels this subject 1995. Ranker is a secondary source and does not establish the original printed wording.
Main campaign ad
Format:Full ad creative· English
Full-size image from MilkAdMan.
Visible text / transcription
Variants of this ad (2)
Different printed versions of the same ad are grouped here.
Joan Rivers — MWAS — 'It's skim milk—and I love it.' + name
Images of this version
Original 1995 paper — 'It’s skim milk—and I love it.' + name
Format:Original magazine paper advertisement — dealer/seller photograph· English
Visible copy reads 'It’s skim milk—and I love it.' and the name line is present, exactly matching the collector-documented with-name state.
Visible text / transcription
Where it was published
| Publication | Issue/date | Page | Format | Source | Notes |
|---|---|---|---|---|---|
| Publication unresolved | 1995 | Collector-documented version | source | Milk Ad Collecting Central distinguishes this ad beneath the subject's image link. |
Joan Rivers — MWAS — 'This is skim milk.' without name
Images of this version
Full-ad editorial reproduction — 'This is skim milk.' / no-name state
Format:Secondary editorial full-ad reproduction· English
The full-ad reproduction visibly reads 'This is skim milk.' and lacks the Joan Rivers name line, matching the second collector-documented 1995 state. Secondary source only; an original period paper remains preferred.
Visible text / transcription
Where it was published
| Publication | Issue/date | Page | Format | Source | Notes |
|---|---|---|---|---|---|
| Publication unresolved | 1995 | Collector-documented version | source | Milk Ad Collecting Central distinguishes this ad beneath the subject's image link. |
Where it was published
| Publication | Issue/date | Page | Format | Source | Notes |
|---|---|---|---|---|---|
| Better Homes & Gardens | Mar 1995 find this issue | Print ad | source | ||
| Entertainment Weekly | Feb 17, 1995 find this issue | Print ad | source | ||
| Good Housekeeping | Feb 1995 find this issue | Print ad | source | ||
| Redbook | Feb 1995 find this issue | Print ad | source | ||
| Woman's Day | Feb 21, 1995 find this issue | Print ad | source |