PARIS – Breathless and Alphaville director Jean Luc Godard has today launched a campaign aimed at getting people to drink more milk.

Godard was one of the principal filmmakers of the celebrated Nouvelle Vague (New Wave) which changed French and World Cinema in the 1960s. With a series of films from Un Bande Apart to Goodbye to Language, Godard has consistently created challenging and daring movies that sought to elevate film as an art form. More recently he has become interested in milk. He spoke EXCLUSIVELY to the Studio Exec about the campaign.

Milk is delicious. It’s natural and fresh. You can have it cold from the fridge in the morning or you can have warm milk and cookies as a tasty supper just before you go to bed. You can put it on cornflakes, or any kind of breakfast cereal or in tea or coffee, and it can also be used in recipes. But for me there is nothing better than a glass of milk on its own. It tastes of goodness.

The announcement came as a surprise to many devotees of the Gallic genius who saw it as a u-turn from his position in the 1960s, inspired by the teachings of Chinese Communism that milk was the ultimate in capitalist exploitation. In his 1968 interview with Michel Ciment for Cahiers, Godard had been unequivocal in his rejection of milk.

I ask myself: what is milk? The answer to me is obvious. Milk is the food for the children of the animals that produce the milk. That is what it is for. We are the only animal in existence that steals the baby’s food from other species, that drink breast milk meant for the young! It is capitalist exploitation at its most unnatural.

However, when asked to comment on his former position, the director of Le Mepris and Weekend, waved his cigar in the air:

It is rich in calcium!

Jean Luc Godard’s new film The Milk of Human Kindness will be released in 2016.

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