The milk ad campaigns of yore have been, for the most part, non-offensive. I mean, there’s not too much to argue with in the slogans “Does a Body Good” and “Got Milk?” But the California Milk Processor Board is taking a new approach which I find totally obnoxious. Their new ads riff on a recent study that shows milk can reduce PMS symptoms (or more accurately, that taking 1200 milligrams of calcium a day for three months can), but this information isn’t presented to women—it’s packaged for men. In the “Everything I Do Is Wrong” campaign, men with baffled expressions on their faces clutch cartons of milk under text that reads, “Are you a man living with PMS?” and “I’m sorry I listened to what you said and not what you meant.” Underneath, a URL leads dudes to EverythingIDoIsWrong.org, a website that’s a mock public service announcement for men dealing with the horrors of women’s PMS.
All I can say to this is … UGH. Keep reading »
