New Ads Claiming Milk Can Save Men From PMS Catch Heat

July 15, 2011  |  

Am I the only one who thinks most attempts to poke fun at PMS isn’t very humorous? And it’s not cause I don’t have a sense of humor or I’m sensitive about that time of the month. Not at all. More so because most jokes about PMS always come off with women looking like big, angry, pre-menstrating Godzillas, and men as our helpless, fiercely misunderstood boyfriends. For a big example of this, check out the new ad campaign by the California Milk Processor Board, known for their once very popular “Got Milk?” campaigns.

In an article by the New York Times, according to Steve James, executive director of the milk board, the new “Everything I Do is Wrong” campaign is aimed at showing that PMS is something that “the sexes struggle with together.” How do they do this? By addressing women through men. At the bottom of the ads in bold letters says the words “Milk Can Help Reduce the Symptoms of PMS” (some experts are saying this is true). But at the top of the ads are men, grown men, appearing very thirsty to get their women milk as phrases above their heads say things like: “I’m sorry I listened to what you said and not what you meant,” “We can both blame myself,” and “I apologize for not reading between the right lines,” just to name a few.

The attention that the ad has garnered will definitely help it in the long run, but in the mean time, a number of women aren’t laughing. The fact that a woman having PMS is made to look like she’s putting her man in a dangerous situation has some ladies seeing red. On Forbes‘ blog, writer “Girl Friday” called the ads and the advertisers who created them sexist, and one commenter on a post about the ad for the Los Angeles Times so eloquently yet sarcastically ranted:

“‘OH WOMEN they so MEAN and EMOTIONAL! Am I right?’ EAT A D**K, milk people!”

Yikes! I don’t know about all that, but do you think the ads succeed at trying to be funny? Or are they disrespectful and sexist?

To see all seven ads, check out

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