Rule #3:Associate your product with something universally liked.
What's more motivating that a patriotic spirit? We've won wars with it!
Let's not be shy about who we are. After all, it's not the Italian Dairy Producers who are paying for all this expensive advertising.
I bet you're feeling better and better about milk all the time now, aren't you? But if you're not fully satisfied it's because there's something important this ad is lacking.