Female Olympic gold medalists Jade Jones, Laura Trott and Nicola Adams are the new faces of the Make Mine Milk campaign, starring in a brand new set of adverts, sporting those iconic milk moustaches.
In an attempt to communicate the health benefits of drinking low fat milk to teenage girls, this golden, twinkling "M Powered" ad marks not only how much of an impact the young and determined female Olympians had on the nation, but hopefully a new era in role models for teenage girls.
The powers that be behind the Make Mine Milk campaign, which was commissioned by the Dairy UK Milk Marketing Forum, say that using Jones, Trott and Adams in such a prominent bus-side campaign symbolizes a "new era of celebrity... where being fit, healthy, strong and confident are the considered desirable attributes; a refreshing concept in the dusk of reality TV."
I never thought I'd say that I'd like to high five the Dairy UK Milk Marketing Forum, but I would. Both a high and a low five. And maybe a fist bump.
All three athletes say that milk is a prominent part of their training diet. For Laura Trott it's in her smoothies and her bowl of cereal in the morning; Nicola Adams says that before every fight she has a bowl of Frosties, and Jade says that while she drinks milk every day, her favourite late night treat is a hot chocolate. Get in.
Hopefully this high profile campaign featuring three, young female athletes is an example of London 2012's legacy, and will help more teenage girls to view the importance of health over fashion. However, one campaign alone isn't enough, and I can only hope there are more positive campaigns with a similar ethos to come.