California Milk Board “Oreo Kane” [01:00]# In its black-and-white style the spot pays homage to Orson Welles´ famous “Citizen Kane.” We see the board of directors of the “California Fluid Milk Processor Advisory Board” struggling to come up with an exciting name for their new cookie. Various ideas of the cookie-munching crowd fail to please the intimidating boss who then picks out the least attentive member to offer his choice. Caught in the middle of building a cookie tower, and his mouth still full, he vainly reaches for a glass of milk, then mumbles, “I don´t know.” It sounds like “Oreo,” and a legendary brand is born. The spot ends on the campaign´s pay-off: “Got milk?”