MilkPEP debuts ‘You’re Gonna Need Milk for That’ campaign
Mountaineer, filmmaker Jimmy Chin filmed Kai Lightner in ‘The Wall’ for the campaign’s debut.
It’s 5:45 p.m. Elite sports climber Kai Lightner is walking down a bustling Kansas City street when his attention is arrested by something up above. He reaches for his milk, takes a drink, passes it to his mom and begins his ascent to the top of a 30-story building, where he comes face to face with a climbing wall. As the 21-year-old climbing phenom scales to the top, masterfully maneuvering his limbs with both speed and power, a message appears beneath him: “You’re Gonna Need Milk for That.”
Lightner’s skillful climb is captured in a thrilling two-minute film titled “The Wall,” directed by Jimmy Chin, famed mountaineer and Academy Award-winning filmmaker of “Free Solo,” for the iconic “Got milk?” brand’s new campaign: “You’re Gonna Need Milk for That.” Chin’s masterful camera work captures Lightner’s remarkable talent and what milk — the beverage that has fueled him his entire life — helps athletes like him achieve, according to the Washington, D.C.-based Milk Processor Education Program (MilkPEP), Washington, D.C.