Jens Settergren Probes Into Milk’s Power at Viborg Kunsthal

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As a gamer with a keen eye for art and a soft spot for nostalgia, I must say that the Milk Plus exhibition at Viborg Kunsthal has truly piqued my interest. Growing up in the 90s and 00s, I was no stranger to the ubiquitous got milk? campaign, with its iconic images of celebrities sporting their thin, white mustaches. It’s fascinating to see how this cultural touchstone has been reinterpreted by Jens Settergren in a sensorial installation that delves deep into the aesthetics of dairy marketing and its impact on our bodies in the digital age.

Over the years, I’ve witnessed the intense debate between dairy enthusiasts and non-dairy fans, yet one thing we can all agree on is the lasting impression of the iconic “Got Milk?” campaign from MilkPEP. From the 90s to the early 2000s, the faces of famous figures adorned with thin white mustaches became a staple in our cultural landscape. However, despite the widespread influence of this campaign, seen in commercials and school cafeterias nationwide, I’ve noticed a growing trend among consumers who are starting to question the once-celebrated health benefits of milk.

Jens Settergren’s sensorial installation at Viborg Kunsthal, titled “Milk Plus,” is heavily influenced by a two-word campaign question. This immersive exhibit, utilizing modern LED displays, delves into the aesthetic evolution of dairy marketing and its impact on our tech-influenced bodies. In this futuristic landscape, Settergren explores the concept: when does consumption become nourishment, and when do we become the consumed? Here, he challenges the very essence of feeding and being fed upon.

The show delves into the lasting importance of milk as a representation of strength, cleanliness, and wellness. Though the term “mother’s milk” brings up images of nurturing and security, scrutinizing the practices of large dairy corporations, particularly their exploitative marketing strategies, uncovers a darker aspect. By juxtaposing these concepts, Settergren emphasizes the instance when “milk, depicted as if in an advertisement with a velvety texture and pristine white color, moves slowly before our eyes, animated to seem almost mythical and self-empowered,” according to the gallery’s statement.

Milk Plus is now on view in Denmark through January 12, 2025.

Viborg Kunsthal
Riddergade 8,
8800 Viborg, Denmark

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2024-11-07 22:26