Last week, I wrote a post where I talked about the Got Milk? campaign, one which I hadn’t really thought about in years. It was coincidental that the very next day, news broke of a new California Milk Processor Board campaign created by the same advertising agency, Goodby, Silverstein & Partners. The advertisements focus on milk’s purported benefits of reducing PMS symptoms, albeit in an interesting fashion. It’s quickly become one of the year’s most buzzed-about and stupidly controversial campaigns. You can visit the official site here. My reactions? Cheeky and amusing, but not really sexist.
Soon after, one of my former college classmates wrote a few op-eds about the subject on Ms. Magazine’s official blog. The columns attacked these advertisements for portraying women as irrationally angry shrews, and men as oafish idiots. She also addressed the (more valid, in my opinion) question of whether milk actually does help the symptoms of PMS. At the bottom, there’s also a petition to end the evil milkmen from using this ghastly campaign.
OK. I could write a lengthy entry about the follies of political correctness or gender roles in advertising. Instead, I’ll craft a response that’s short, direct, and stereotypically male. Calm the FUCK down, and have a SENSE OF HUMOR! And yes, I realize the irony of using a capitalized F-bomb in a “relax” message. Think about if we removed all media that any segment of the population found offensive. Wouldn’t be a whole lot left, would there? So in summary, I repeat: Calm the FUCK down, and have a SENSE OF HUMOR! Seriously. Try it. You’ll find that the world is infinitely more enjoyable if you do.
7/21 update: The campaign has been pulled. Score this one for the irrationally angry. Weak.