White Gold and the Calcium Twins are a Spinal Tap-esque glam band created for the “Got Milk?” advertising campaign. White Gold’s spandex-clad singer plays a milk-filled guitar and encourages milk consumption in humorous ads alongside two female singers. The trio is featured on over 750,000 schoolbook covers being distributed for free to schools all over California.
“The students are really amused by White Gold,” Heidi Anderberg, an administrator at San Diego’s Sarah Anthony School, said in a press release about the giveaway. “The band is really funny, and it gets your attention. Plus, you can’t help but enjoy the group’s lyrics about the benefits of milk.”
So who is White Gold? The California Milk Processor Board (CMPB) declines to say, and there’s no hint on their website or on the White Gold site.
White Gold himself is played by Joe Hursley, vocalist for the Ringers. The raunchy L.A. rockers are known for songs such as “Beaver Fever,” “Backseat Lover,” “Moan N’ Bitch,” and “Tokyo Massage.” White Gold’s music is performed by Detroit-based Electric Six, whose own tracks include “I Buy the Drugs,” “Feed My F***in’ Habit,” and “Sexy Trash.”
In a phone interview, Joe Hursley said, “I improvised almost all of the promos they recorded.… I was saying stuff like, ‘Yeah, I like to inject my balls with meth,’ and they were just shaking their heads, like, ‘No way can we use that.’ ”
The “Calcium Twins,” who sing and pretend to play bass and drums in the White Gold spots, are actually Sonya and Sabrina Millen, a soul duo known as the Millen Sisters.
“We auditioned to a rock song singing and dancing,” the sisters said in an email interview. “We’re in talks now to shoot the second phase of the campaign, hopefully to be released in 2009.”
The Ringers (with Joe Hursley) appear October 2 at the Casbah; Electric Six plays the Casbah on November 8.