Silk Milk Starts the Year With a Silly Song

Sing along with TikTok star Carter Vail

Let’s watch TikTok sensation Carter Vail pop into folks’ morning routines and serenade them about switching to Silk plant-based milk. Actor Max Baumgarten helps out on bongos.

At one point while running on a treadmill they sing: “Swap that milk for Silk with that tasty plant power, and you’re feelin’ planty good.”

Nothing goofy here at all.

Yeah, brand-boosting crooners appear out of nowhere all the time these days.

“Carter’s style connects effortlessly with millennials and Gen Z,” say Sarah Spicher and Duda Castro, creative directors at Havas N.Y., which developed the campaign. “As someone who drinks Silk himself, his enthusiasm for the brand is not only real, but contagious.”

Silk has worked hard in recent years to forge cultural connections via music and celebrities—most notably in its 2024 Super Bowl bid—and this effort, breaking today, continues that approach.

Vail tweaked his delivery for a polka flavor, in an effort to make the tune especially memorable, Spicher and Castro tell Muse.

“The treadmill we used during the ‘Home Gym’ spot was actually a combination of three different treadmills” deployed for different set-ups, they recall.

Such equipment “couldn’t hold the weight of two full grown men and function. So, Max and Carter were actually hooked up to a rig with harnesses that allowed them to ‘run.'”

Epoch’s Dugan Gundelfinger directed.