“Milk can help reduce the symptoms of PMS,” says the new “Got Milk” ads by the California Milk Processor Board. Instead of targeting their ads to women (aka actual PMS sufferers), the board created an “Everything I Do is Wrong” campaign, which urges men to buy shitloads of milk for their wives/girlfriends to help alleviate some of the suffering the men experience every month at the hands of their irrational and moody women.
The print ads feature apologetic, scared, and confused-looking men holding multiple half gallons of milk with copy such as: “I’m sorry for the thing—or things—I did or didn’t do” or “I apologize for not reading between the right lines.” Way to be sexist, misogynistic, and perpetuate stereotypes, all while hitting below the belt of the demographic that does the majority of household shopping, Milk Board.
More commentary about the truth behind these ads here and here.
