Print ad of IDB (Milk Co.)

Advertised brand:Israek Dairy Board
Advert title: Milk builds bones
Advertising Agency: Regev Kavitzky Tel Aviv Israel Agency
website: http://www.rk1.co.il
Creative Director: Eran Barkan
Art Director: Boaz Goldenberg
Copywriters: Shuly glanz, Yair Sheinberg
Photographer: Yaron vinberg

Personally, I like the content in the photo which clearly tells that " Milk builds bones".
But , is it too sad and serious because of the background color?
I guess this ad is using warning expression;
it convinces the parents ought to buy IDB Milk for protecting their children health.
Besides, the headline "Milk builds bones" is as if too much to describe the meaning of photo.
More positive feelings should be added in the ad; and the headline can be little smaller and placed under the brand logo if the client really require to attach.