Is milk really necessary for you?

I don't know if you have seen the recent commercials, featuring the Jungle Book, and Reggie Bush, and Shrek. They seem to suggest that milk is more important for you than vegetables, grain, meat, or oils. It is almost as if you don't have milk, you won't live. So I am wondering is this just some ploy by the milk administration, or is milk really that good for you, that you need it to survive. I mean there are other things out there so you can get calcium, you don't need milk do you? Couldn't you survive easily?