GALE and MilkPEP have launched a new campaign, “How It Started” tapping into a popular TikTok trend to highlight the comical realities of motherhood. The socially driven campaign–developed by an all-mom team–is a continuation of the duo’s “Mom Com” initiative, which utilizes humor to support the mission of modern moms to keep their kids healthy and strong.

“How It Started” plays up the TikTok trend “How it started . . . how it’s going,” which contrasts the beginning of something with its current outcome. For this campaign, the transformation is positive, illustrating how milk fuels kids’ progress. In three comical scenarios, “how it started”  is that one kid is struggling in karate class, and another is small for his age, for instance. Then, after regularly gulping down milk, we see “how it’s going” as they thrive, getting stronger and excelling in their activities or reaching the size of the mom. Each of the three vignettes touts the benefits of milk–building strong muscles, helping kids grow, and helping support healthy sleep.

MilkPEP and GALE have teamed up with powerhouse comedians, including Whitney Cummings and Alyce Chan, for social media content to support the campaign. Cummings–famous for her TV shows and stand-up specials–will create content about milk as a must-have in the chaos of mom life. Cummings is known for her unfiltered style, and that trademark tone will continue for this campaign as she captures how milk has become essential to motherhood.

“The campaign uses humor to highlight the benefits of drinking milk. And everything we do must live in a social environment, so we effectively aim to create entertainment, not ads,” says GALE Managing Director, Creative, Geoff Edwards.