‘Woah! What?’ National ad features Olympians Armstrong & Torres working out in Boise Albertsons fridge


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Shoppers at the Albertsons store on Broadway Ave. in Boise got a surprise recently when picking out a carton of milk.

Kristin Armstrong.

And karate champion Ariel Torres.

But the two Olympians weren’t just hanging around signing autographs and chumming it up. They were working out. Inside the milk cooler.

Armstrong owns a string of local gyms, and Torres is preparing to compete in Tokyo, so working out inside a cooler tucked into an Albertsons store might not be the most likely place to train. But with hidden cameras all around, the setup was focused less on making gains – and more on selling milk.

[You Asked: The outside of a new Boise gym is done, but then work stopped. Will it still open?]

They’ve got milk

It’s part of a new series of ‘Got Milk?’ ads put together by the Mars Agency. The team put together a gym behind the milk display case, and stocked it with Armstrong, Torres and other unidentified folks working out. Shoppers who wandered over to pick out some 2% saw the training action behind the shelves – with their reactions caught on camera and spliced together for the ads.

“Woah! (Bleep) What?”

“What’s going on in there?”

A soundbite from Torres gets to the heart of the idea:

“I’ve always had milk in my fridge. But I’ve never really trained in a fridge surrounded by milk,” he said.

Armstrong touted milk as a key way she hydrates and recovers as an athlete.

[Expert in lawsuit says Albertsons didn’t ‘exercise reasonable care’ before crash that killed Airmen on I-84]

It’s the second in a series of commercials dubbed “you’re gonna need milk for that” from the Milk Processor Education Program – an initiative of the nation’s milk producers.

The ad’s already seen more than 1-million views on YouTube, just since July 6th.

As of 2020, Idaho is the third-largest milk-producing state in the country, only behind California and Wisconsin. Despite the well-known Got Milk ads in recent decades, per capita fluid milk consumption has declined each year since 2000, dropping by nearly 30% in the last twenty years.

Don Day - BoiseDev Editor & Founder
Don Day - BoiseDev Editor & Founder
Don is the founder and publisher of BoiseDev. He is a National Edward R. Murrow Award winner and a Stanford University John S. Knight Fellow. Contact him at [email protected].

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