Clip description
To be bright and full of energy in the mornings, it is crucial to get a good night’s rest. A man who has a heavy dinner, reads horror books and tosses and turns all night is the perfect illustration of ‘how not to enjoy a good night’s rest’. At the chemist where a woman buys a tin of MILO, she is told to follow the ‘golden rules for sleeping well’. These are taking your mind off things by reading a little, having a light supper, and drinking a cup of MILO before bed, which ‘soothes the body and nerve’. She has a full night’s rest.
The voice-over saying that MILO ‘helps build up reserves of energy’ accompanies images of an ice skater. Children are shown who love MILO because it is a delicious chocolate flavoured drink. MILO’s added vitamins and minerals are listed before the final line: 'MILO, it’s the tonic of the times’.
Curator’s notes
Joy of Living uses humour to illustrate how not to enjoy a good night’s rest with the man eating a large bone of meat, reading murder mysteries, and tumbling out of bed. This captures the attention and interest of the audience for the remainder of the advertisement, which establishes MILO as the answer to a getting a restful sleep.